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Cancelled or Comeback

Lorentz, Jennifer LU and Vikberg, Alice LU (2026) SKDK11 20261
Department of Strategic Communication
Abstract
This study has examined how influencers as personal brands use crisis communication in response to cancel culture on social media. The purpose has been to investigate how Swedish influencers construct their personal brand and how these brands become subject to cancellation, as well as how crisis communication is used to repair reputational damage during the crisis phase. The study was grounded in strategic communication and applies a qualitative research design based on a comparative case study of two Swedish influencers Matilda Djerf and Margaux Dietz. The empirical material consists of Instagram posts published by the influencers before and during their respective crisis. The analysis was conducted through a thematic analysis and was... (More)
This study has examined how influencers as personal brands use crisis communication in response to cancel culture on social media. The purpose has been to investigate how Swedish influencers construct their personal brand and how these brands become subject to cancellation, as well as how crisis communication is used to repair reputational damage during the crisis phase. The study was grounded in strategic communication and applies a qualitative research design based on a comparative case study of two Swedish influencers Matilda Djerf and Margaux Dietz. The empirical material consists of Instagram posts published by the influencers before and during their respective crisis. The analysis was conducted through a thematic analysis and was done using an integrated theoretical framework combining: Personal branding, Situational Crisis Communication Theory (SCCT) and Image Repair Theory (IRT). The study concludes that cancel culture in relation to influencers can be understood as a crisis process closely connected to the communicative construction of personal brands, and the relational dynamics of social media. Influencers become particularly vulnerable to cancellation because their brands are built on perceived authenticity, moral credibility and emotional closeness, while simultaneously being negotiated and evaluated by audiences in digital environments. Consequently, crisis communication during cancellations involves not only repairing reputation, but also restoring trust and legitimacy in relation to the values communicated through the personal brand. The findings further show that influencers primarily rely on rebuild strategies, especially apology, mortification and corrective action, while also combining these with contextual explanations and bolstering to manage responsibility and protect their brand identity. (Less)
Please use this url to cite or link to this publication:
author
Lorentz, Jennifer LU and Vikberg, Alice LU
supervisor
organization
alternative title
How influencers use crisis communication on social media in response to cancel culture
course
SKDK11 20261
year
type
M2 - Bachelor Degree
subject
keywords
Brand Communication, Crisis Communication, Cancel culture, Personal brands, Influencers, SCCT, IRT, Social media
language
English
id
9230546
date added to LUP
2026-06-25 11:07:09
date last changed
2026-06-25 11:07:09
@misc{9230546,
  abstract     = {{This study has examined how influencers as personal brands use crisis communication in response to cancel culture on social media. The purpose has been to investigate how Swedish influencers construct their personal brand and how these brands become subject to cancellation, as well as how crisis communication is used to repair reputational damage during the crisis phase. The study was grounded in strategic communication and applies a qualitative research design based on a comparative case study of two Swedish influencers Matilda Djerf and Margaux Dietz. The empirical material consists of Instagram posts published by the influencers before and during their respective crisis. The analysis was conducted through a thematic analysis and was done using an integrated theoretical framework combining: Personal branding, Situational Crisis Communication Theory (SCCT) and Image Repair Theory (IRT). The study concludes that cancel culture in relation to influencers can be understood as a crisis process closely connected to the communicative construction of personal brands, and the relational dynamics of social media. Influencers become particularly vulnerable to cancellation because their brands are built on perceived authenticity, moral credibility and emotional closeness, while simultaneously being negotiated and evaluated by audiences in digital environments. Consequently, crisis communication during cancellations involves not only repairing reputation, but also restoring trust and legitimacy in relation to the values communicated through the personal brand. The findings further show that influencers primarily rely on rebuild strategies, especially apology, mortification and corrective action, while also combining these with contextual explanations and bolstering to manage responsibility and protect their brand identity.}},
  author       = {{Lorentz, Jennifer and Vikberg, Alice}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Cancelled or Comeback}},
  year         = {{2026}},
}