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Lookup NU author(s): Dr Varqa Shamsi BaharORCiD
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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.
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
