Influencer Credibility and Authenticity in the Fight Against Misinformation
Article Sidebar
Main Article Content
Abstract
The rise of social media influencers has reshaped how information is produced and consumed. While their perceived authenticity grants them persuasive power, questions persist about the credibility of their content and the risks of misinformation. Algorithms that prioritize engagement over accuracy further exacerbate this paradox. This paper employs a narrative literature review, synthesizing findings from studies on influencer authenticity, misinformation dynamics, and digital trust. Sources include peer-reviewed journals, policy reports, and case-based analyses, with an emphasis on cross-disciplinary perspectives from communication studies, marketing, and digital ethics. The findings indicate that influencer credibility depends on multiple factors beyond audience size, including transparency, expertise, consistency, and accountability. While fact-checking tools, regulations, and media literacy programs are common strategies, they remain fragmented and reactive. A significant gap exists in influencer accountability and the lack of co-created ethical standards, leaving misinformation unchecked in many cases. Current approaches are limited by scalability, regulatory inconsistencies, and algorithmic bias that favors sensationalism. Addressing misinformation requires systemic change: engaging influencers as partners in setting ethical norms, rethinking algorithms to reward accuracy, and expanding media literacy across demographics. Future research should investigate empirical cases of influencer responsibility, audience trust dynamics across cultures, and platform-level reforms to ensure long-term resilience against misinformation.
Downloads
Article Details
Section
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
You are free to:
- Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
- The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
- Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- ShareAlike — If you remix, transform, or build upon the material, you must distribute your contributions under the same license as the original.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation .
No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.
How to Cite
References
Anderson, C. W. (2011). Between creative and quantified audiences: Web metrics and changing patterns of newswork in local US newsrooms. Journalism, 12(5). https://doi.org/10.1177/1464884911402451
Audrezet, A., de Kerviler, G., & Guidry Moulard, J. (2020). Authenticity under threat: When social media influencers need to go beyond self-presentation. Journal of Business Research, 117, 557–569. https://doi.org/10.1016/j.jbusres.2018.07.008
Belanche, D., Casaló, L. V., Flavián, M., & Ibáñez-Sánchez, S. (2021). Understanding influencer marketing: The role of congruence between influencers, products and consumers. Journal of Business Research, 132. https://doi.org/10.1016/j.jbusres.2021.03.067
Conde, R., & Casais, B. (2023). Micro, macro and mega-influencers on instagram: The power of persuasion via the parasocial relationship. Journal of Business Research, 158. https://doi.org/10.1016/j.jbusres.2023.113708
Ellis, J. (2021). How documentaries mark themselves out from fiction: a genre-based approach. Studies in Documentary Film, 15(2). https://doi.org/10.1080/17503280.2021.1923144
Firdaniza, F., Ruchjana, B. N., Chaerani, D., & Radianti, J. (2022). Information Diffusion Model in Twitter: A Systematic Literature Review. Information (Switzerland), 13(1). https://doi.org/10.3390/info13010013
Gioltzidou, G., Mitka, D., Gioltzidou, F., Chrysafis, T., Mylona, I., & Amanatidis, D. (2024). Adapting Traditional Media to the Social Media Culture: A Case Study of Greece. Journalism and Media, 5(2), 485–499. https://doi.org/10.3390/journalmedia5020032
Handler, R., & Saxton, W. (1988). Dyssimulation: Reflexivity, Narrative, and the Quest for Authenticity in “Living History.” Cultural Anthropology, 3(3). https://doi.org/10.1525/can.1988.3.3.02a00020
Hendrickx, J. (2023). The Rise of Social Journalism: An Explorative Case Study of a Youth-oriented Instagram News Account. Journalism Practice, 17(8). https://doi.org/10.1080/17512786.2021.2012500
Hudders, L., De Jans, S., & De Veirman, M. (2021). The commercialization of social media stars: a literature review and conceptual framework on the strategic use of social media influencers. International Journal of Advertising, 40(3). https://doi.org/10.1080/02650487.2020.1836925
Janssen, L., Schouten, A. P., & Croes, E. A. J. (2022). Influencer advertising on Instagram: product-influencer fit and number of followers affect advertising outcomes and influencer evaluations via credibility and identification. International Journal of Advertising, 41(1). https://doi.org/10.1080/02650487.2021.1994205
Jauhiainen, J. S., Eyvazlu, D., Junnila, J., & Virnes, A. (2022). Digital divides,the Internet and social media uses among Afghans in Iran. Technology in Society, 70. https://doi.org/10.1016/j.techsoc.2022.102057
Jha, A. K., & Verma, N. K. (2024). Social Media Platforms and User Engagement: A Multi-Platform Study on One-way Firm Sustainability Communication. Information Systems Frontiers, 26(1). https://doi.org/10.1007/s10796-023-10376-8
Joseph, T. (2022). MEDIA TODAY: MASS COMMUNICATION IN A CONVERGING WORLD, 8Th Edition. In Media Today: Mass Communication In a Converging World, 8Th Edition. https://doi.org/10.4324/9781003133933
Koay, K. Y., Tjiptono, F., Teoh, C. W., Memon, M. A., & Connolly, R. (2023). Social Media Influencer Marketing: Commentary on the Special Issue. In Journal of Internet Commerce (Vol. 22, Issue S1). https://doi.org/10.1080/15332861.2022.2128277
Lamberton, C., & Stephen, A. T. (2016). A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing, 80(6). https://doi.org/10.1509/jm.15.0415
Mero, J., Vanninen, H., & Keränen, J. (2023). B2B influencer marketing: Conceptualization and four managerial strategies. Industrial Marketing Management, 108. https://doi.org/10.1016/j.indmarman.2022.10.017
Nunes, J. C., Ordanini, A., & Giambastiani, G. (2021). The Concept of Authenticity: What It Means to Consumers. Journal of Marketing, 85(4). https://doi.org/10.1177/0022242921997081
Overbye-Thompson, H., & Rice, R. E. (2025). Understanding how users may work around algorithmic bias. AI & SOCIETY. https://doi.org/10.1007/s00146-025-02498-1
Paul, J., Ueno, A., Dennis, C., Alamanos, E., Curtis, L., Foroudi, P., Kacprzak, A., Kunz, W. H., Liu, J., Marvi, R., Nair, S. L. S., Ozdemir, O., Pantano, E., Papadopoulos, T., Petit, O., Tyagi, S., & Wirtz, J. (2024). Digital transformation: A multidisciplinary perspective and future research agenda. International Journal of Consumer Studies, 48(2). https://doi.org/10.1111/ijcs.13015
Pettersen-Sobczyk, M. (2023). Social Media Influencer Marketing in the Food Industry: A Spatial Distribution of Research. EUROPEAN RESEARCH STUDIES JOURNAL, XXVI(Issue 3). https://doi.org/10.35808/ersj/3209
Pierri, F., DeVerna, M. R., Yang, K. C., Axelrod, D., Bryden, J., & Menczer, F. (2023). One Year of COVID-19 Vaccine Misinformation on Twitter: Longitudinal Study. Journal of Medical Internet Research, 25. https://doi.org/10.2196/42227
Pradhan, D., Kuanr, A., Anupurba Pahi, S., & Akram, M. S. (2023). Influencer marketing: When and why gen Z consumers avoid influencers and endorsed brands. Psychology and Marketing, 40(1). https://doi.org/10.1002/mar.21749
Pushparaj, P., & Kushwaha, B. P. (2023). Communicate your audience through Virtual Influencer: A Systematic Literature Review. Journal of Content, Community and Communication, 17(9). https://doi.org/10.31620/JCCC.06.23/04
Rethemeyer, R. K. (2007). Policymaking in the age of internet: Is the internet tending to make policy networks more or less inclusive? Journal of Public Administration Research and Theory, 17(2). https://doi.org/10.1093/jopart/mul001
Rodrigo, J. R. (2023). Influencer marketing. Cuadernos de Derecho Transnacional, 15(2). https://doi.org/10.20318/cdt.2023.8080
Ruth, D., & Candraningrum, D. A. (2020). Pengaruh Motif Penggunaan Media Baru Tiktok terhadap Personal Branding Generasi Milenial di Instagram. Koneksi, 4(2). https://doi.org/10.24912/kn.v4i2.8093
Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. International Journal of Advertising, 39(2). https://doi.org/10.1080/02650487.2019.1634898
Sundermann, G., & Raabe, T. (2019). Strategic Communication through Social Media Influencers: Current State of Research and Desiderata. International Journal of Strategic Communication, 13(4). https://doi.org/10.1080/1553118X.2019.1618306
Vosoughi, S., Roy, D., & Aral, S. (2018). The spread of true and false news online. Science, 359(6380). https://doi.org/10.1126/science.aap9559
Wardle, C., & Derakhshan, H. (2017). Information Disorder: Toward an interdisciplinary framework for research and policy making. Report to the Council of Europe, September 2017.