Bieber Facing Non-Beliebers

Based on our research, the love affair between fans and Justin Beiber appears to be cooling. There’s increasing concern that Bieber’s recent behavior — egocentric messages about Anne Frank, canceling or appearing late at his concerts, battling with paparazzi, and just generally acting out — is impacting his relationship with fans and brands alike.

Even among his core fan-base; Women 13-21, an increasing number say they “Would Not Recommend” Beiber to friends and family. Also, Beiber’s E-Score, which is an overall measure of marketability, has plummeted in recent months and now stands at less than half of his previous high score.



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