When fans become anti-fans: How to navigate negative influencer–follower relationships

Mardon, Rebecca ORCID: https://orcid.org/0000-0002-4199-7121, Cocker, Hayley and Daunt, Kate ORCID: https://orcid.org/0000-0002-6741-4924 2025. When fans become anti-fans: How to navigate negative influencer–follower relationships. NIM Marketing Intelligence Review 17 (1) , pp. 30-35. 10.2478/nimmir-2025-0005

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Abstract

The nature of influencers’ relationships with their followers is attractive to brands. However, consumers’ positive feelings for their favorite influencers are not cast in stone. If influencers become more secretive and less responsive, relationships can quickly sour and fandom can turn into hostile anti-fan behaviors and harm the brands they endorse. Therefore, when selecting influencers, brands should look beyond follower count, as the benefits of a larger follower base may not outweigh the risks posed by disgruntled anti-fans. To ensure the success of influencer campaigns, brands should assess the risks associated with influencer–follower relationships. Brands could assess the influencer’s responsiveness to their fan base and their ratio of commercial to organic content as well as monitor anti-fan activity surrounding the influencer on leading gossip forums. A thorough screening can help brand managers avoid influencer marketing partnerships likely to lead to high levels of negative sentiment or threats of brand boycotts.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Schools > Business (Including Economics)
Publisher:	Sciendo
Date of First Compliant Deposit:	13 May 2025
Date of Acceptance:	19 November 2024
Last Modified:	14 May 2025 13:39
URI:	https://orca.cardiff.ac.uk/id/eprint/178237

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