The digital de-influencing wave

Redefining trust in online communities

Bibliographic Data

ID22093780
AuthorsTayyiba Khalil (University of Business and Technology, corresponding author), Chaudhry Kashif Mahmood (0000-0002-5716-1011, University of Business and Technology, corresponding author), Harcharanjit Singh (0000-0002-6732-1023, University of Technology Malaysia), Faisal Aftab (0000-0001-8932-6178, University of Business and Technology), Hina Khan (0000-0002-5650-7519, University of Business and Technology), Imran Manzoor (University of Business and Technology), Kashif Ahmed Abdulhayee (University of Business and Technology)
Year2025
Volume10
Publication date2025-07-02
Open AccessYes
TypeARTICLE
VenueFrontiers in Communication (JOURNAL)
Journal identifiersISSN: 2297-900X • E-ISSN: 2297-900X
PublisherFrontiers Media SA (PUBLISHER • CH)
DOI10.3389/fcomm.2025.1600657
OpenAlexW4411968751
LanguageEN
Citations received2
References cited45

This research investigates the emerging role of social media de-influencers and their perceived credibility and authenticity, with a particular focus on their impact on consumer behavior. Utilizing thematic analysis, the research identifies key factors that shape de-influencer credibility, including truthful endorsements, consistent visibility, demonstrated expertise, active engagement, unique perspectives, and sincere communication. Focus group discussions with 59 participants from Pakistan revealed that de-influencers advocate for mindful consumption and ethical practices, offering a counter-narrative to the consumerist culture often promoted by traditional influencers. Grounded in Source Credibility Theory, the findings emphasize the importance of trustworthiness and expertise in building de-influencers’ authenticity. The thematic analysis provided a comprehensive understanding of participant perspectives, uncovering nuanced insights into how users critically evaluate de-influencers compared to traditional influencers. This research contributes to the literature by addressing the underexplored phenomenon of de-influencers and highlights their role in promoting sustainable consumer behavior, offering valuable implications for brands and marketers in the evolving landscape of social media

Political science · Chemistry · Digital Games and Media · Digital Marketing and Social Media · Impact of Technology on Adolescents

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