The Impact of De-influencing Marketing on Consumer Purchase Intention

Author

Dr. R.Pradeep Kumar Patnaik, Ms. Sk.Roshni


Abstract

 De-influencing, a new trend that involves social media personalities suggesting not to purchase specific items, is the opposite of traditional influencer marketing. This study investigates the relationship between de-influencer credibility and consumer trust, as well as consumer trust and the de-influencer authenticity, and the latter relationship between consumer trust and purchase intention. Primary data was obtained from a structured questionnaire administered to 120 social media users which is mainly composed of young Instagram users. The instrument showed acceptable to excellent reliability (Cronbach’s α = 0.76 to 0.92). Results indicated that chi-square tests revealed that gender and daily social media use and how often they see de-influenced content are significantly associated with purchase-intention level. An analysis using one-way ANOVA demonstrated that purchase intention varied between age groups, but not by platform, while consumer trust varied by platform. All hypotheses were supported by linear regression, with the credibility hypothesis predicting consumer trust (β = 0.69), the authenticity hypothesis predicting consumer trust (β = 0.71), and the relationship between consumer trust and purchase intention (β = 0.76), and between credibility and purchase intention (β = 0.73). Credibility, authenticity and trust accounted for 67.8% of the variance in the purchase intention, with trust being the strongest predictor. The results indicate that brands can reap rewards of collaborating with credible, authentic and transparent creators, not just as a threat of de-influencing.



Keywords

De-influencing, Purchase intention, Consumer trust, Credibility, Authenticity, Social media marketing, Consumer skepticism



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