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“The emergence of cause-oriented influencers – conceptualizing de-influencing on TikTok”

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  • Koivunen, Kati
  • Haanpää, Milka Aino Annikki
  • Saraniemi, Saila

Abstract

•Our study defines de-influencing as a cause-driven approach to influencer marketing.•De-influencing on TikTok promotes sustainability and personal well-being.•De-influencing challenges overconsumption by encouraging mindful consumer choices.•Brands can leverage de-influencing to promote responsible and ethical consumption.•De-influencing leverages social media affordances to engage and persuade audiences effectively.

Suggested Citation

  • Koivunen, Kati & Haanpää, Milka Aino Annikki & Saraniemi, Saila, 2025. "“The emergence of cause-oriented influencers – conceptualizing de-influencing on TikTok”," Journal of Business Research, Elsevier, vol. 197(C).
    • Handle: RePEc:eee:jbrese:v:197:y:2025:i:c:s0148296325002863
    DOI: 10.1016/j.jbusres.2025.115463
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