When Fans Become Anti-Fans: How to Navigate Negative Influencer–Follower Relationships
By: Rebecca Mardon, Hayley Cocker and Kate Daunt
References
- Mardon, R., Cocker, H., & Daunt, K. (2023). When parasocial relationships turn sour: Social media influencers, eroded and exploitative intimacies, and anti-fan communities. Journal of Marketing Management, 39(11–12), 1132–1162. https://doi.org/10.1080/02672 57X.2022.2149609
- Mardon, R., Cocker, H., & Daunt, K. (2023). How social media influencers impact consumer collectives: An embeddedness perspective. Journal of Consumer Research, 50(3), 617–644. https://doi.org/10.1093/jcr/ucad003
- Duffy, B. E., Miltner, K. M., & Wahlstedt, A. (2022). Policing “fake” femininity: authenticity, accountability, and influencer antifandom. New Media & Society, 24(7), 1657-1676. https://doi.org/10.1177/14614448221099234
DOI: https://doi.org/10.2478/nimmir-2025-0005 | Journal eISSN: 2628-166X
Language: English
Page range: 30 - 35
Published on: Apr 19, 2025
Published by: Nuremberg Institute for Market Decisions
In partnership with: Paradigm Publishing Services
Publication frequency: 2 issues per year
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© 2025 Rebecca Mardon, Hayley Cocker, Kate Daunt, published by Nuremberg Institute for Market Decisions
This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 License.