The latest saga to take the local blogosphere by storm is not over yet.
On Tuesday, celebrity blogger Xiaxue made sensational claims against local social media marketing company Gushcloud.
In her entry, Xiaxue, 30, whose real name is Wendy Cheng, alleged that Gushcloud inflates its earnings, gets its influencers to mask paid advertorials as reviews, pumps up its influencers' blog page views, buys fake YouTube likes and subscribers, and has an unsound financial report.
The blog post sparked heated discussion online, with more than 25,000 likes on her Instagram account and over 800 comments.
On Wednesday, Gushcloud's CEO and co-founder Vincent Ha posted a lengthy reply, refuting Xiaxue's claims point by point.
This was in addition to co-founder Althea Lim's emotional personal statement issued to Xiaxue on Wednesday morning.
In her statement, Ms Lim questioned Xiaxue's intentions, especially since she is signed with rival company Nuffnang.
Ms Lim also called her "a liar" with "bullying antics" and invited Xiaxue to sue her.
On the same day, Nuffnang published a blog post outlining its business practices and detailing how it operates, including how it encourages all its bloggers to declare if a post is sponsored.
It also updates and presents blogger traffic through its built-in analytics tool, pays its bloggers through an automated process and does not exercise editorial control over its bloggers in any of their organic posts.
Meanwhile, Gushcloud's more prominent influencers like Yan Kay Kay, Eric Lim and Tammy Tay have spoken out in support of Gushcloud, explaining why they have chosen to stick with the agency despite the controversy.
Miss Yan wrote on her Instagram account: "I'm so proud of Gushcloud. We can fight but Vincent (Ha) has shown an exemplary example of how it doesn't have to be ugly at all. This is the kind of company and ethics I want to work with."
Miss Tay posted: "They (Gushcloud) may have made bad calls in their earlier days but I've never been ill-treated, misunderstood or coerced into masking ads since I joined the team. It has always been my sole decision whether or not to take up an advertorial served to me."
She added: "I've seen them achieve and grow from humble beginnings to being a great influencer network now... and I've to say I'm genuinely proud of them."
Gushcloud has also started a hashtag #FaithInGushcloud, in response to Xiaxue's official hashtag for her viral blog post #gushcloudfail and the subsequent popular hashtag #FaithInXiaxue.
Mr Ha ended his post, writing: "Since Wendy's post went live, Gushcloud has been keeping its investors, partners, clients and influencers updated about what happened and what we are doing about it...
"My team at Gushcloud is like my family and when others attack us, it hurts. What I do not appreciate is Wendy calling me and my team dishonest and saying the business is in trouble. These allegations are not true."
He added: "There are many areas in which we can agree to disagree on because this is the nature of competition. But let's look at ways in which we compete on providing the best service to our influencers and our clients instead of dragging each other through mud."
Xiaxue wrote on her Instagram account on Thursday that she is currently penning a reply to Mr Ha's post a day earlier.
She wrote: "So Gushcloud has confirmed that they are not going to sue me... Look out for my reply to the slightly more coherent entry by the other co-founder (Mr Ha)."