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How do influencers use falsehoods to establish credibility on social media?

Lookup NU author(s): Dr Varqa Shamsi BaharORCiD

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Abstract

Credible influencers play a key role in shaping people’s views, preferences, and purchase decisions. However, many influencers use falsehoods to gain followers’ trust. This can have serious repercussions not only for firms but also consumers. To this end, the purpose of this developmental paper is to explore how do influencers use falsehoods to establish credibility on social media. Drawing on self-presentation theory, we use a qualitative case study to address our research purpose. Our preliminary findings suggest three categories (i.e., backstage, experimentation, and frontstage) of self-presentation strategies that establish credibility based on falsehoods. We contribute to self-presentation theory by adding the experimentation stage as the critical link for self-presentation to work.

Publication metadata

Author(s): Bahar VS, Hasan M

Publication type: Conference Proceedings (inc. Abstract)

Publication status: Published

Conference Name: UK Academy of Information Systems (UKAIS 2023)

Year of Conference: 2023

Online publication date: 23/04/2023

Acceptance date: 01/04/2023

Date deposited: 29/04/2023

Publisher: UK Academy for Information Systems

URL: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=4426613

ePrints DOI: 10.57711/zv0x-zs03

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