User Generated Content Reels

Content above was comissioned and generated for a study conducted by Valeria Penttinen and the Northern Illinois University Marketing Research department. 

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"Influencers shape what we buy, how we buy, and increasingly whether we buy at all. But let’s be honest: When everything is amazing, nothing really is.

As a result, we are seeing growing fatigue—and distrust—toward influencer recommendations. If influencers love every product, can audiences trust any of them?

What if the remedy to declining trust is… saying “don’t buy it”?

Our new article, “Let Me Deinfluence You! The Impacts of Deinfluencing Content,” just published in the Journal of the Academy of Marketing Science (open access!🎉), explores exactly this question. Our findings show that influencers can restore trust by integrating negative recommendations into their social media communications—without losing influence." -Valeria Penttinen, LinkdIn

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Read the full article and research findings at the link below!

https://link.springer.com/article/10.1007/s11747-026-01141-9#MOESM1