"Regular social media users are usually confronted and attacked for spreading misinformation, the study found. They are therefore motivated to steer the conversation towards more civil tones and correct falsities as engagement grows. Influencers have the exact opposite incentive because their profits increase with engagement."
"We know that social media influencers often have huge followings that can be extremely useful for brands looking to increase sales. This research shows the negative impact of what happens when influencers decide to endorse or amplify misinformation. Our findings show influencers generate more toxicity than regular users, amplifying content under the same conditions that enhance their visibility and influence."
"While regular users might see inaccurate posts called out and critiqued, the unique parasocial bond influencers have with their communities means these groups are much more likely to get behind an ide"
Research from Cardiff Business School examined brand-related misinformation across 47 brands over three years, revealing that social media influencers generate significantly more toxicity than regular users. Unlike regular users who face confrontation and are motivated to correct misinformation, influencers profit from engagement regardless of accuracy. The study found toxicity peaks when influencers discuss socio-political issues with higher public stakes. Influencers' parasocial bonds with followers create communities that blindly support inaccurate posts and attack brands, amplifying misinformation under conditions that enhance visibility. With $33 billion invested in influencer marketing in 2025, this dynamic poses substantial risks for brand reputation and information integrity.
#misinformation-amplification #social-media-influencers #parasocial-relationships #online-toxicity #influencer-marketing
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