International Research Journal of Engineering and Technology (IRJET) Volume: 11 Issue: 08 | Aug 2024
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e-ISSN: 2395-0056 p-ISSN: 2395-0072
“Deinfluencers kick off influencers” Analysis on need of deinfluencing and how it contradicts hyperconsumerism Shanaya Malhotra Student, Sat Paul Mittal School, Punjab
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OBJECTIVE- ‘This paper aims to explore the rising trend of de-influencing as a counter movement against late capitalist society’s hyper consumerism.’
Abstract: This paper shows that the social media influencers have essentially formed consumer behaviour, with influencers regularly seen as trusted figures whose support can drive patterns and deals. In any case, the development of "deinfluencers" has presented a counter-movement, challenging what the conventional influencers demonstrate. Deinfluencers study overconsumption and the commercialization of social media, encouraging gatherings of people to reexamine their obtaining choices. This theory investigates the flow between influencers and deinfluencers, looking at their effect on shopping behaviour, brand methodologies, and the broader suggestions for computerized showcasing. The pressure between these two strengths reflects a developing mindfulness of the moral and mental measurements of online impact, signalling a potential move in how customers connect with social media and make acquiring choices. They think about highlighting the advancing scene of impact where genuineness, straightforwardness, and moral contemplations progressively play a central part in forming buyer beliefs and devotion.
KEY WORDS: Influencers, Market, Brands, Content Creator Why I chose this topic: Being a student who is studying Psychology, Economics and Mass Media in school, I have always been interested in how psychology interacts with economics. I wanted to explore more about the factors that influence impulsive buying and how it contradicts with the act of de-influencing, which in the recent years has increased but not many are aware of this term or how it works.
1. Introduction: Consumer behaviour has taken a significant turn in the past few years. The use of social media and online platforms for increasing the demand of goods has risen in recent times. According to influencermarketinghub.com, “An influencer is someone who has the power to affect the purchasing decisions of others because of his or her authority, knowledge, position, or relationship with his or her audience.” Thus the impact of social media on the purchase of goods and services is extremely large. While this is beneficial for the producers and influencers, it may not be as advantageous to the consumers. The use of influencer marketing strategy has also led to the practice of hyper-consumption which according to DBpedia, is the “consumption of goods beyond one's necessities and the associated significant pressure to consume those goods, exerted by social media, as those goods shape one's identity.” This behaviour of hyper consumption led to certain people “De- promoting” products. These people, instead of motivating social media viewers to buy a product, gave them reasons to not buy it. This gave rise to the contradictory movement known as de-influencing. De-influencing is a trend whose main motive is to “educate the general public on the need to divest away from obtaining or upholding an excess of products that are not needed in daily lives,” according to environmental educator, Isaias Hernandez. It is something that has increased rapidly over the past few years.
2. Psychological Factors that affect a consumer’s behaviour Perception- The perception that a consumer has towards a product or the brand influences his or her decision to buy the product. Perception is the interpretation of information by a person to reach a conclusion. If the information perceived by the person is in favour of the product, the consumer usually ends up buying the product. Perception may involve certain factors that influence the purchase of a product. If a consumer finds the product to be good in its appearance, he may be attracted by the beauty of it and may end up buying the product being ignorant of the use of the product.
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