Mechanisms of action of fake influencers in social media on the example of Natalia Janoszek

Abstract

The growing role of influencers in social media and their influence on public opinion has led to the development of fake influencing – a serious problem worth characterizing. The aim of the article is to present the mechanisms and techniques used in the activities of fake influencers; theoretical considerations are supported by an analysis of the case of Natalia Janoszek, accused of such activities. The article answers the following research questions: what mechanisms and techniques are used by fake influencers to build an image in social media? What is the phenomenon of influencing and fake influencing? What mechanisms and techniques are used by fake influencers? Which of these mechanisms and techniques did Natalia Janoszek use? In order to provide answers, the method of analysis and criticism of literature, the method of individual cases and analysis of Internet materials were used.