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When Fans Become Anti-Fans: How to Navigate Negative Influencer–Follower Relationships

Research output: Contribution to Journal/Magazine › Journal article

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When Fans Become Anti-Fans: How to Navigate Negative Influencer–Follower Relationships. / Mardon, Rebecca; Cocker, Hayley; Daunt, Kate.
In: NIM Marketing Intelligence Review, Vol. 17, No. 1, 19.04.2025, p. 30-35.

Research output: Contribution to Journal/Magazine › Journal article

Harvard

Mardon, R, Cocker, H & Daunt, K 2025, 'When Fans Become Anti-Fans: How to Navigate Negative Influencer–Follower Relationships', NIM Marketing Intelligence Review, vol. 17, no. 1, pp. 30-35. https://doi.org/10.2478/nimmir-2025-0005

APA

Mardon, R., Cocker, H., & Daunt, K. (2025). When Fans Become Anti-Fans: How to Navigate Negative Influencer–Follower Relationships. NIM Marketing Intelligence Review, 17(1), 30-35. Advance online publication. https://doi.org/10.2478/nimmir-2025-0005

Vancouver

Mardon R, Cocker H, Daunt K. When Fans Become Anti-Fans: How to Navigate Negative Influencer–Follower Relationships. NIM Marketing Intelligence Review. 2025 Apr 19;17(1):30-35. Epub 2025 Apr 19. doi: 10.2478/nimmir-2025-0005

Author

Mardon, Rebecca ; Cocker, Hayley ; Daunt, Kate. / When Fans Become Anti-Fans : How to Navigate Negative Influencer–Follower Relationships. In: NIM Marketing Intelligence Review. 2025 ; Vol. 17, No. 1. pp. 30-35.

Bibtex

@article{36385cb6fc6c42b2958490ce47e727d2,
title = "When Fans Become Anti-Fans: How to Navigate Negative Influencer–Follower Relationships",
abstract = "The nature of influencers{\textquoteright} relationships with their followers is attractive to brands. However, consumers{\textquoteright} positive feelings for their favorite influencers are not cast in stone. If influencers become more secretive and less responsive, relationships can quickly sourand 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{\textquoteright}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.",
keywords = "Anti-Fan Communities, Brand Boycott, Intimacy-Pact, Influencer Marketing, Reputational Damage",
author = "Rebecca Mardon and Hayley Cocker and Kate Daunt",
year = "2025",
month = apr,
day = "19",
doi = "10.2478/nimmir-2025-0005",
language = "English",
volume = "17",
pages = "30--35",
journal = "NIM Marketing Intelligence Review",
issn = "2628-166X",
publisher = "Sciendo",
number = "1",

}

RIS

TY - JOUR

T1 - When Fans Become Anti-Fans

T2 - How to Navigate Negative Influencer–Follower Relationships

AU - Mardon, Rebecca

AU - Cocker, Hayley

AU - Daunt, Kate

PY - 2025/4/19

Y1 - 2025/4/19

N2 - 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 sourand 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.

AB - 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 sourand 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.

KW - Anti-Fan Communities

KW - Brand Boycott

KW - Intimacy-Pact

KW - Influencer Marketing

KW - Reputational Damage

U2 - 10.2478/nimmir-2025-0005

DO - 10.2478/nimmir-2025-0005

M3 - Journal article

VL - 17

SP - 30

EP - 35

JO - NIM Marketing Intelligence Review

JF - NIM Marketing Intelligence Review

SN - 2628-166X

IS - 1

ER -