De-influencing: how online beauty gurus get followers to trust them by posting negative reviews
De-influencing: how online beauty gurus get followers to trust them by posting negative reviews: Artie Medvedev / Shutterstock In a departure from their usual content, TikTok beauty influencers are “de-influencing”, telling viewers what not to buy. Offering uncharacteristically critical product reviews, many are directing their criticism at products that they believe have been overhyped by …