The Power of Influencers in Attack and Defense

Uwe Wolff
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Uwe Wolff: NAIMA Strategic Legal Services GmbH, Lectures, Seminars

Chapter 16 in Disinformation Attacks On Businesses, 2026, pp 183-192 from Springer

Abstract: Abstract This chapter explores the growing power of influencers as “media-of-one.” It demonstrates why they can shift corporate reputation more rapidly than traditional media. The author analyzes why influencers—driven by community, emotion, and algorithms—are particularly effective at amplifying disinformation, especially during politically charged crises. A special focus is placed on synthetic influencers/avatars, whose scalability and controllability make them ideal vehicles in the post-reality era. The chapter introduces the concept of parasocial machine attachment and explains why, in the future, facts alone will be less effective than emotionally resonant narratives. Finally, it is shown how companies can build an early warning system and the most effective countermeasure against disinformation through transparent, long-term influencer networks.

Date: 2026
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DOI: 10.1007/978-3-658-51407-5_16

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