‘This is crap’

: Consumers’ experience of de-influencing on TikTok

Abstract

In today's dynamic digital landscape, the emergence of de-influencing on social mediaplatforms presents a significant research gap and an opportunity to enhance ourunderstanding of consumer behavior. This study aims to address this gap by exploringhow consumers experience de-influencing on TikTok. De-influencing refers to thepractice of influencers discouraging the consumption of certain products or brands,often by expressing their dissatisfaction or disapproval towards them. The data wascollected through a netnography of 300 comments on TikTok and two in-depthinterviews. The analysis revealed a noteworthy finding, the emergence of a newphenomenon called re-influencing. Additionally, the study shed light on twomotivations for anti-consumption, environmental- and financial motivations. Consumersalso experienced authenticity, which manifested itself in both positive and negativedimensions. This research contributes to theory by bridging the knowledge gapregarding consumers' experience of de-influencing on TikTok. The findings emphasizethe need for practitioners to understand the complexities of de-influencing and itsvarying interpretations among consumers. By comprehending the nuances of consumerperspectives, practitioners can develop more effective strategies to engage with theirtarget audience and establish meaningful connections.

Date of Award	2023-Jun
Original language	English
Supervisor	Niklas Vallström (Supervisor), Oskar Christensson (Assessor) & Heléne Tjärnemo (Examiner)