De-influencing: The Role of Social Media Influencers in the Problem and Solution to Shopping Addiction

Social media influencers (SMIs) are increasingly relied upon by marketers who capitalize on their established authenticity and trust with their audiences to carry over positive marketing outcomes for the brand. However, concerns arise amidst threats to influencer authenticity and growing critiques about the dark side of influencer marketing. The goal of this research is to understand SMIs role in excessive buying, recognizing their potential in part of the problem and solution to shopping addiction. This research employs a qualitative methodological approach, following Grounded Theory principles to explore the research question. A dataset of over 67,000 user submissions posted on a popular online forum for individuals who struggle with shopping addiction is examined. The query focuses on comments where SMIs are mentioned in order to understand the complex role SMIs play in their experience with shopping addiction. The findings reveal that SMIs contribute to compulsive buying by creating pressure to buy and act as role models of overconsumption triggering consumers to mimic them. Consumers express fatigue towards consumption-driven SMIs and react by avoiding their content and turn to alternative influencing types to learn responsible consumption habits and cope with their shopping addiction. Therefore, SMIs present solutions to compulsive buying with the caveat that they could intentionally or unintentionally encourage buying at the same time. The findings contribute to our understanding of compulsive buying within a sociocultural context. Furthermore, it reveals SMIs nuanced role in influencing behaviour change with the capacity for both positive and negative effects. It recognizes the opportunity to leverage social media trends, like de-influencing to motivate sustainable and responsible consumption practices.

Name thesis:degree_name

Master of Science (M.Sc.)

Level thesis:degree_level

Masters

Discipline thesis:degree_discipline

Marketing

Grantor

University of Saskatchewan

Year dc:date.issued

2026

Author dc:creator

• Lutz, Kamry E

Advisor dc:contributor.advisor

• Monica Popa Sârghie, Monica

Committee members dc:contributor.committeemember

• Williams, David
• Levit, Tatiana

• Social media influencers
• de-influencing
• compulsive buying
• shopping addiction
• minimalism

Language dc:language.iso

en

Handle dc:identifier.uri

https://hdl.handle.net/10388/18860

OAI identifier oai:identifier

oai:harvest.usask.ca:10388/18860