| Sumario: | To remain attractive for firms, social media influencers have to maintain and expand their followers base. However, it has been shown that they lose approximately 7.8% of their followers annually. This highlights the critical importance of understanding the reasons behind unfollowing. Despite the extensive exploration of various aspects of social media, there has been limited focus on users unfollowing social media influencers. To address this gap, this study explores the reasons behind unfollowing influencers on social media. After conducting a literature review using bibliometric analysis, the paper presents findings derived from 40 in-depth interviews with Tunisian social media users. The results shed light on two primary categories of reasons for unfollowing: those related to content and those related to the influencer. The paper offers valuable insights for both practitioners and academic scholars.
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