Briefing: Social media influencers increase the toxicity and power of misinformation, research shows
Strategic angle: Research from Cardiff Business School highlights the role of social media influencers in spreading misinformation.
Research from Cardiff Business School indicates that social media influencers (SMIs) play a significant role in the dissemination of misinformation. Their unique relationship with followers allows them to amplify false narratives.
The study, published in the journal Psych, emphasizes the structural implications of influencer dynamics in digital communication. The findings suggest that influencers can enhance the toxicity of misinformation.
This research underscores the need for a deeper understanding of influencer impact on information integrity, particularly as social media continues to evolve as a primary communication platform.