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De-influencing: how online beauty gurus get followers to trust them by posting negative reviews

Research output: Exhibits, objects and web-based outputsBlog

Publication date15/02/2023
PublisherThe Conversation
Medium of outputOnline
<mark>Original language</mark>English


In a departure from their usual content, TikTok beauty influencers are “de-influencing”, telling viewers what not to buy. Offering uncharacteristically critical product reviews, many are directing their criticism at products that they believe have been overhyped by other influencers on the platform.