Fakefamous

How Do Influencers Use Disinformation to Establish Long-Term Credibility on Social Media

Bibliographic Data

ID7155694
AuthorsVarqa Shamsi Bahar (0000-0003-3209-7794, Newcastle University Marketing Subject Group), Mahmudul Hasan (0000-0002-1186-8564, University of Southampton Department of Decision Analytics and Risk)
Year2025
Volume38
Issue6
Pages2441-2476
Publication date2025-11-11
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueInformation Technology and People (JOURNAL)
Journal identifiersISSN: 0959-3845 • E-ISSN: 1758-5813
PublisherEmerald (PUBLISHER)
DOI10.1108/itp-05-2023-0421
OpenAlexW4401345090
LanguageEN
Citations received2
References cited143

Purpose Credible influencers play a key role in shaping the views and preferences of social media users. However, many influencers intentionally use disinformation (e.g. false narratives) to deceive users and gain their trust. This can have serious repercussions, not only for the firms that associate with these influencers but also for users. Further, and alarmingly, many influencers who use disinformation can sustain their credibility over time. This research explores how influencers use disinformation to establish long-term credibility on social media. Design/methodology/approach Drawing on self-presentation theory, we use an in-depth qualitative case study to address our research question, primarily relying on archival data obtained from multiple sources. Findings Our findings suggest that three stages of self-presentation are required to establish influencer credibility based on disinformation: backstage (preparing to deceive), experimentation (testing deception), and frontstage (launching deceptive ideas on a large scale). We also find that when fraudulent influencers simultaneously weaponise a counterculture and mindfully encase disinformation, users view them as highly credible. Practical implications We offer practical suggestions for regulating fraudulent influencers, including enacting fact-checking procedures, using IT artefacts as reliability signals, and building awareness programmes to develop vigilance in social media communities. Originality/value We contribute to self-presentation theory by adding experimentation as a critical stage in developing disinformation that works for long periods. We also contribute to the literature at the intersection of social media influencers and disinformation research by revealing why social media users believe in fraudulent influencers

Business · Credibility · Disinformation · Influencer marketing · Internet privacy · Political science · Social media · World Wide Web · Computer Science · E-Government and Public Services · Knowledge Management and Sharing · Law · Social Media and Politics · Marketing

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