'디플루언서'의 등장..."부정적 정보가 오히려 믿을 만하다"

The rise of "deinfluencers" on TikTok, who offer candid reviews of products they consider overhyped by paid influencers, signals a shift in traditional influencer marketing. Consumers, especially younger ones, are increasingly calling out influencer-brand partnerships for prioritizing money over authenticity and promoting overconsumption. While the idea that deinfluencing could lead to less consumption is fading, the trend is adapting, with many deinfluencers offering alternatives for the items they criticize and even dipping into sponsored content. Experts suggest that the believability ratings of deinfluencers are rising, while those of influencers are going down.

The new TikTok trend is convincing people not to buy things

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