Bài viết Tạp chí Nghiên cứu Tài chính Kế toán từ năm 2026
Duyệt Bài viết Tạp chí Nghiên cứu Tài chính Kế toán từ năm 2026 theo Chủ đề "anti-consumption"
- Ấn phẩmFrom influencing to deinfluencing: navigating brand strategies in the age of distrust(Học viện Tài chính, 2026) Nguyen Thuy Duong MBA.; Tran Thanh Phuong PhD.The emergence of deinfluencing-where social media users actively discourage product purchases or critique overhyped marketing-reflects a significant shift in digital consumer behavior. This systematic review synthesizes recent academic literature on the drivers, perceptions, and brand responses associated with deinfluencing, with particular attention to its implications for marketing strategies in the age of digital distrust. Guided by PRISMA 2020 methodology, six peer-reviewed empirical and conceptual studies published between 2023 and 2025 were analyzed. The findings identify authenticity fatigue, economic pressures, sustainability concerns, and evolving platform norms (especially on TikTok) as key triggers of deinfluencing behavior. Consumers perceive deinfluencing content as more credible and value-aligned than traditional influencer marketing, responding positively to transparency and critical curation. In turn, brands are beginning to adapt through practices such as embracing honest reviews, partnering with micro-influencers, and reframing their narratives around conscious consumption. Drawing on these findings, the review proposes strategic recommendations for Vietnamese brands, emphasizing transparency, ethical creator partnerships, and digital listening. Despite the nascent nature of the literature, this review contributes to marketing theory and practice by positioning deinfluencing as a lens for understanding post-influencer consumer culture and rethinking trust in branding.
