Ghosting 

Ghosting is a term from youth language and describes a phenomenon from the Internet in which a supposedly good contact suddenly breaks off unexpectedly. The subsequent communication is ignored or the contact is simply blocked in all networks.

The term originated in the internet dating scene, but it has also become more and more of an issue in the influencer sector. Followers often want to establish an intensive, friendly contact with the influencers and write them many comments or messages. In the beginning, especially with a small community, influencers will answer most of the messages to increase their popularity with the fans. However, as the number of followers and their messages grow, ghosting also becomes more likely. With strong growth, it becomes difficult to maintain contact with individual fans in terms of time and contact is limited.

Other reasons for ghosting can indicate misunderstanding, cowardice or simply withdrawal. Contact is not actively broken off, but avoided for the time being.

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