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

Kati Koivunen, Milka Aino Annikki Haanpää and Saila Saraniemi

Journal of Business Research, 2025, vol. 197, issue C

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.

Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:197:y:2025:i:c:s0148296325002863

DOI: 10.1016/j.jbusres.2025.115463

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