Misleading information online is often treated as a technical glitch, something that better algorithms or stricter moderation can fix. But research points to a more complex reality. That is, the rise of "misfluencers," individuals who shape how information is interpreted, shared and trusted across digital platforms.

Whether acting deliberately or not, they tap into emotion, identity and community to amplify misleading claims in ways that feel credible and relatable. This human layer makes misinformation harder to detect and regulate. It's a danger when it comes to everyday decisions about important topics like health, finance and technology. Understanding how misfluencers operate is key to navigating an information environment where trust is increasingly contested.

Herkulaas MvE Combrink is a co-director at the Interdisciplinary Centre for Digital Futures, senior lecturer in Economics and Management Sciences at the UFS, and the head of the Knowledge Mapping Lab, a research group to manage infodemics and human language technology innovation.

Phelokazi Mkungeka is an interdisciplinary researcher with a background in sociology, specializing in artificial intelligence and health misinformation in digital environments.

They've explored the interplay between AI, misfluencers and health communication.

What exactly is a 'misfluencer,' and how do they differ from traditional influencers?
A misfluencer is an individual who shapes how information is interpreted, trusted, and acted upon within a network. Misfluencers fuel the spread of misinformation by being perceived as a trustworthy source of information that people within their social network latch onto.

Traditional influencers typically aim to promote products, lifestyles, or ideas with clear intent. Often, these are within commercial or branding frameworks marketing a specific product, for example.

Sources of misinformation, on the other hand, are usually defined by the content itself. They are people who share false or misleading information.