From Hype to Hesitation: The Impacts of Deinfluencing Content

Valeria Penttinen; Robert Ciuchita; Susanne Pedersen

From Hype to Hesitation: The Impacts of Deinfluencing Content

Valeria Penttinen^*
, Robert Ciuchita
, Susanne Pedersen

^*Corresponding author for this work

Marketing, Helsinki

Aarhus University

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Scientific › peer-review

Original language	English
Title of host publication	Australian and New Zealand Marketing Academy: Riding the Waves: Navigating Marketing’s Dynamic Landscape - Sydney, Sydney
Publication date	2025
Publication status	Published - 2025
MoE publication type	A4 Article in conference proceedings
Event	ANZMAC Conference 2025 - Macquarie University Business School, Sydney, Australia Duration: 01.12.2025 → 03.12.2025

OpenUrl availability

Full text

Cite this

@inproceedings{0b493c4fe75742fcb0b84b49d05c65c7,

title = "From Hype to Hesitation: The Impacts of Deinfluencing Content",

author = "Valeria Penttinen and Robert Ciuchita and Susanne Pedersen",

year = "2025",

language = "English",

booktitle = "Australian and New Zealand Marketing Academy: Riding the Waves: Navigating Marketing{\textquoteright}s Dynamic Landscape - Sydney, Sydney",

note = "ANZMAC Conference 2025 ; Conference date: 01-12-2025 Through 03-12-2025",

}

From Hype to Hesitation: The Impacts of Deinfluencing Content. / Penttinen, Valeria ; Ciuchita, Robert; Pedersen, Susanne.
Australian and New Zealand Marketing Academy: Riding the Waves: Navigating Marketing’s Dynamic Landscape - Sydney, Sydney. 2025.

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Scientific › peer-review

TY - GEN

T1 - From Hype to Hesitation: The Impacts of Deinfluencing Content

AU - Penttinen, Valeria

AU - Ciuchita, Robert

AU - Pedersen, Susanne

PY - 2025

Y1 - 2025

M3 - Conference contribution

BT - Australian and New Zealand Marketing Academy: Riding the Waves: Navigating Marketing’s Dynamic Landscape - Sydney, Sydney

T2 - ANZMAC Conference 2025

Y2 - 1 December 2025 through 3 December 2025

ER -