Social media influencers increase the toxicity and power of misinformation, research shows

Social media influencers (SMIs) can perpetuate the flow of misinformation online because of the unique relationship they have with their followers, according to research by Cardiff Business School. For a paper published in the journal Psychology & Marketing, academics analyzed brand-related misinformation and associated user comments spanning 47 brands across nine industries over a three-year period. This is the first study measuring the extent and types of toxicity generated by influencers compared to regular users.