#Fakefamous: How do influencers use disinformation to establish long-term credibility on social media?

Bahar, Varqa Shamsi; Hasan, Mahmudul

Abstract

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.

Citation

Bahar, V. S., & Hasan, M. (online). #Fakefamous: How do influencers use disinformation to establish long-term credibility on social media?. Information Technology & People, https://doi.org/10.1108/itp-05-2023-0421

• Journal Article Type: Article
• Acceptance Date: Jul 5, 2024
• Online Publication Date: Aug 6, 2024
• Deposit Date: Oct 21, 2024
• Publicly Available Date: Aug 9, 2024
• Journal: Information Technology & People
• Print ISSN: 0959-3845
• Publisher: Emerald
• Peer Reviewed: Peer Reviewed
• DOI: https://doi.org/10.1108/itp-05-2023-0421
• Keywords: social media influencers, disinformation, self-presentation, counterculture, case study, qualitative research
• Public URL: https://durham-repository.worktribe.com/output/2978725
• Additional Information: Deposited green OA in Newcastle repository https://eprints.ncl.ac.uk/300223
• Other Repo URL: https://eprints.ncl.ac.uk/300223