Purpose This study aims to examine the phenomenon of cancel culture surrounding influencer marketing. It identifies the risks associated with cancellation and explores how influencers and their managers can respond to public backlash to minimize negative implications to their personal brands. This research is theoretically underpinned by concepts of herd mentality and influencer identity. Design/methodology/approach Detailed data have been gathered through 14 in-depth interviews with influencers, which is rarely examined in influencer research and is vital to understand from that perspective. Findings Findings outline the fragility of influencer identities and the importance of pre-emptive crisis management. This study suggests recommendations for influencers, managers, brands and platforms to minimise the challenges when navigating cancellation episodes and rebuild trust. Practical implications This study provides a six-stage, empirically grounded action plan tailored to influencer-specific contexts to minimise the challenges when navigating cancellation episodes and rebuild trust. Originality/value This study established the theoretical foundation of the cancel culture phenomenon by examining its origins and evolution, the social and psychological mechanisms underpinning it and the vulnerabilities of influencers as public-facing digital personas.
Djafarova et al. (Mon,) studied this question.