Don’t buy it: the impact of de-influencing on purchase intentions
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Publication date
2025
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06 - Presentation
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Madrid
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Abstract
In the winter of 2022/2023, the de-influencing trend surged on social media, particularly TikTok, amassing over 1.5 billion views. Positioned as a counter to traditional influencer marketing, influencing advocates for critical purchasing decisions. This study investigates how de-influencing affects purchase intent versus influencing, with brand image as a mediator. A quantitative survey with 76 participants, divided into control (influencing) and experimental (de-influencing) groups, assessed brand image, influencer credibility, and purchase intent. Results reveal both approaches impact purchase intention significantly, with de-influencing having direct effects and influencing relying on brand image, both driven by influencer credibility. Findings suggest that participants perceived de-influencing as another form of influencing and persuasion due to the alternative product recommendation, indicating a nuanced overlap between the two strategies.
Keywords
De-influencing, Influencer marketing, Purchase intention
Subject (DDC)
Event
54th Annual Conference of the European Marketing Academy (EMAC)
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25.05.2025
Conference end date
30.05.2025
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English
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Yes
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Citation
Dörner, A., Beurer-Züllig, B., & Rozumowski, A. (2025). Don’t buy it: the impact of de-influencing on purchase intentions. 54th Annual Conference of the European Marketing Academy (EMAC). https://irf.fhnw.ch/handle/11654/53287