New study: Influencers can gain trust by telling followers what not to buy

The study, published in the Journal of the Academy of Marketing Science, shows that when deinfluencing content is integrated into an influencer’s overall communications — together with organic and sponsored positive recommendations and other non-product-related content — consumers perceive the influencer as more trustworthy.

“These influencers seem more selective, which increases trust and strengthens the impact of their positive recommendations. This suggests influencers should voice their honest opinions, even negative ones”, says Valeria Penttinen, affiliated researcher in marketing at Hanken School of Economics and assistant professor at Northern Illinois University College of Business.

The study also shows that when influencers engage in deinfluencing, consumers are more inclined to see their positive organic recommendations as non-sponsored.

Not necessarily negative

In the study, deinfluencing refers to social media content, where influencers advise against purchasing certain products. 

“Deinfluencing is not the same as negative reviews. The difference is the relationship: with influencers, you know the person and their interests and expertise. And you’re often following them by choice. It’s not an anonymous opinion somewhere online.”

Penttinen says that deinfluencing isn’t necessarily negative; it can simply convey that a product doesn’t suit the person, even if it might work well for someone else. It can also involve suggesting product alternatives.

However, when an influencer begins collaborating with a brand they have previously criticised, the consequences can be risky. 

“Consumers may see it as trying to recover the brand’s reputation, or the influencer being opportunistic. If an influencer wants to do that, they must have previously endorsed the brand. Without previous support it backfires, our study clearly shows.”

Cultural shift

Penttinen believes that deinfluencing represents a cultural shift rather than just a trend.

“Consumers want influencers to be guiders and opinion leaders. To stay credible, they should also embrace negative opinions. The danger is if influencers become cynical and capitalise on it. Influencers succeed because people trust them, so the challenge is maintaining trust. Deinfluencing can enhance trust when used carefully.”

Penttinen notes that it’s difficult to know for certain whether influencers are also strategising when they engage in deinfluencing.

“But sharing negative opinions does involve risk, from losing brand deals to facing backlash from both brands and followers. This willingness to take a risk suggests they speak up only when they feel strongly that their audience shouldn’t spend money on a particular product.”

The study has been co-written with Robert Ciuchita, associate professor at Hanken and Susanne Pedersen, associate professor at Aarhus University.

Text: Jessica Gustafsson
Photo: Private and Adobe Stock