When Fans Become Anti-Fans: How to Navigate Negative Influencer–Follower Relationships

Abstract The nature of influencers’ relationships with their followers is attractive to brands. However, consumers’ positive feelings for their favorite influencers are not cast in stone. If influencers become more secretive and less responsive, relationships can quickly sour and fandom can turn into hostile anti-fan behaviors and harm the brands they endorse. Therefore, when selecting influencers, brands should look beyond follower count, as the benefits of a larger follower base may not outweigh the risks posed by disgruntled anti-fans. To ensure the success of influencer campaigns, brands should assess the risks associated with influencer–follower relationships. Brands could assess the influencer’s responsiveness to their fan base and their ratio of commercial to organic content as well as monitor anti-fan activity surrounding the influencer on leading gossip forums. A thorough screening can help brand managers avoid influencer marketing partnerships likely to lead to high levels of negative sentiment or threats of brand boycotts.