Authors : Pearl Singhvi

Volume/Issue : Volume 11 - 2026, Issue 7 - July

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Google Scholar : https://tinyurl.com/yzp63jyd

DOI : https://doi.org/10.38124/ijisrt/26jul166

Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.

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Abstract : This paper examines de-influencing—social media content that advises audiences not to buy, or to buy less—as an emerging form of digital anti-consumption. The study uses primary survey data from 51 Indian Gen Z respondents, primarily aged 15–19, to explore how negative creator reviews shape late-stage purchase decisions, perceived price–quality value, interest in lower-cost alternatives, environmental concern, and skepticism toward creator motives. To strengthen the interpretation of this small dataset, the paper situates the findings within anti-consumption theory, electronic word-of-mouth research, influencer credibility literature, brand equity, and the attention economy.

Keywords : De-Influencing; Anti-Consumption; Gen Z; Electronic Word of Mouth; Influencer Credibility; Purchase Decisions; India.

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