Influencers at risk: Cancel culture

Influencer marketing can be a rewarding and exciting career, but it’s not without its risks to one’s well-being; and can also pose a risk for brands associated with particular influencers. This chapter explores the emotional impact of influencer marketing and the risks that influencers face, especially the risk of being ‘cancelled’. The chapter then investigates ‘cancel culture’ and its impact on influencers, brands, online communities and in a wider sense, on societal discourses. Incorporating the theory of Spiral of Silence, readers will see how the theory can explain while some influencers will remain quiet on certain issues. The chapter concludes with an exploration of how influencers who have faced these challenges and learn from their experiences.