Scroll, Like, Deceive

This chapter examines the growing role of social media influencers in the spread of false, misleading, and manipulative content – phenomena typically discussed under the umbrella of information disorder. While misinformation research has traditionally focused on news media and political elites, influencers represent a distinct vector of influence, leveraging parasocial relationships and affective resonance to shape beliefs and behaviors. We introduce a typology of influencers as agents of information disorder – mis-influencers, dis-influencers, and mal-influencers – based on the intersection of content veracity and intent to deceive. Drawing on illustrative case studies, including Chiara Ferragni’s Pandorogate, manosphere influencers like Andrew Tate, and misleading wellness advice on platforms like TikTok, we demonstrate how different forms of influence produce distinct epistemic and social harms. This chapter also discusses the implications of this typology for brands, highlighting the reputational risks of associating with different influencer types, and for platform governance, advocating for tailored interventions based on underlying motivation and framing strategies. In doing so, we contribute to a deeper understanding of the “dark side” of influencer marketing and offer a conceptual framework to guide ethical decision-making for stakeholders navigating the evolving intersection of social media, trust, and information integrity.