An Analysis on Emerging of De-Influencing and Its Impact on Consumer Trust and Brand Perception

This study examines the growing concept of de-influencing in digital marketing and its impact on consumer trust and brand awareness. With the increasing exposure to influencer content, consumers have become more critical and selective in their purchasing decisions. De-influencing, which focuses on discouraging unnecessary purchases and promoting transparency, has emerged as a response to declining trust in influencer marketing. The study is based on primary data collected from 120 respondents using a structured questionnaire. Statistical tools such as percentage analysis, chi-square, t-test, and ANOVA were used. The findings reveal that de-influencing enhances consumer awareness, increases critical thinking, and influences trust levels. The study concludes with suggestions for brands and influencers to adopt transparent and ethical strategies.