The dawn of ‘deinfluencing’ as a vehicle for moral responsibility and anti-consumption

Deinfluencing reflects a novel practice by a content creator on social media that encourages followers not to buy or to buy less. In this study, we draw on fifteen in-depth interviews with TikTok users to capture their perceptions of deinfluencing, and how it affects their consumption patterns. Our findings show that deinfluencing encompasses authenticity (in the content and content creator, i.e. deinfluencer), it is perceived as a ‘morally responsible practice’ that focuses on social issues and serves as a catalyst for followers in their consumption, empowering them to make more informed choices (e.g., more environmentally friendly choices, alternative product options), while also urging them to consume less. We also find that deinfluencing has positive effects on the self, as it challenges beauty standards and ideals of ‘perfection’, with individuals feeling better and more comfortable in themselves because of deinfluencing content. Our study advances knowledge of deinfluencing and its effects on consumption, while positioning it as a crucial concept in the domain of social media marketing. We also contribute to current debates about the effects of social media content creators on followers.