Researchers say strong follower relationships can fuel online hostility and boost engagement
SOCIAL media influencers may be fuelling the spread of misinformation online because of the powerful relationships they build with followers, new research has found.
A study led by academics at Cardiff Business School suggests influencers can amplify misleading information and create more toxic online discussions than regular social media users.
The research, published in the journal Psychology & Marketing, analysed brand-related misinformation and user comments involving 47 brands across nine industries over a three-year period. Researchers say it is the first study to measure the scale and nature of toxicity generated by influencers compared with ordinary users.
Influence and profit
Brands are increasingly turning to influencers to promote products and reach new audiences. Global spending on influencer marketing reached a record $33 billion in 2025.
However, researchers warn that the same influence that makes social media personalities valuable to brands can also make misinformation more powerful.
Lead author Dr Giandomenico Di Domenico said influencers often develop strong “parasocial” relationships with followers – a one-sided sense of connection that can encourage audiences to accept claims without questioning them.
“We know social media influencers often have huge followings that can be extremely useful for brands looking to increase sales,” he said.
“But when influencers endorse or amplify misinformation, it can have a negative impact. Our findings show influencers generate more toxicity than regular users, amplifying content under the same conditions that increase their visibility and influence.”
Echo chambers of misinformation
The study found that regular social media users who share incorrect information are often challenged by others online, which can push discussions towards more civil debate and corrections.
Influencers, however, may have the opposite incentive. High engagement – including comments and arguments – can boost their reach and increase revenue.
Researchers identified two key mechanisms that can strengthen misinformation when it comes from influencers: “legitimation”, where their endorsement gives credibility to a claim, and “community enmeshment”, where followers rally behind the idea.
When combined, these factors can create what researchers describe as “toxic echo chambers”, turning individual reactions into collective hostility directed at brands or groups.
Viral claims spark debate
The study highlighted examples from early 2025 when several influencers on TikTok posted viral videos claiming luxury fashion houses such as Hermès, Louis Vuitton and Chanel secretly manufactured goods in Chinese factories while marketing them as being made in France or Italy.
Although no evidence was presented to support the claims, the videos attracted millions of views and triggered heated debates online about authenticity, ethics and transparency in the luxury industry.
Dr Di Domenico said the example highlights a growing challenge in influencer culture.
“Despite the positive impact influencers can have on marketing outcomes, their prominence also introduces new risks,” he said.
“Controversial or misleading content can spark toxic reactions directed at brands, and understanding how misinformation spreads through these influential communities is increasingly important.”
The study, titled Don’t You Know That You’re Toxic? How Influencer-Driven Misinformation Fuels Online Toxicity, explores how these dynamics can create what researchers call a “self-reinforcing toxicity–engagement spiral”, where online hostility grows alongside engagement and profit for influencers.
