Influencers and Fake News Management in Thai Online Social Media

Abstract

This study aims to analyze the dual roles of influencers in managing fake news on Thai social media, encompassing both their role as sources and disseminators of misinformation, and as mechanisms for countering it. The research employed a case study analysis of two initiatives: the “TikTok Anti-Fake News” campaign by Thailand’s Anti-Fake News Center and the “Mor Lam Cofact” project by ESAN Cofact.

The findings reveal that influencers contribute to the dissemination of fake news through four main mechanisms: intentional creation, unintentional sharing, misuse of influence, and echo chamber effects, as well as the use of deepfake technology. At the same time, influencers can counter fake news through proactive surveillance, fact-checking, and promotion of media literacy. A comparison of the two case studies demonstrates clear differences in target audiences, credibility-building mechanisms, and communication strategies. The TikTok initiative focuses on speed and broad reach, whereas Mor Lam Cofact emphasizes depth and long-term sustainability.

This study proposes a new conceptual framework, the “Culturally-Adaptive Multi-Step Flow of Information,” which expands upon the traditional two-step flow theory to explain the complexity of digital-era communication where information flows occur in multiple directions, across platforms, and in reversible patterns, while also being shaped by cultural contexts. The findings underscore that leveraging influencers to combat fake news requires not only adapting strategies to suit different online platforms but also aligning communication approaches with the specific cultural and contextual characteristics of each target audience.