Pseudo-Social Media Accounts and Kenya’s Entertainment Industry

Reputational Implications for Personal Brands

Abstract

This research article examines how Kenyan entertainers' personal brands with a particular emphasis on how the brand reputation are affected by pseudo-social media profiles. Public individuals' reputations are frequently damaged by pseudoaccounts that engage in fraud and disseminate misleading information. The research article used a qualitative, exploratory approach and focused on millennial and Gen Z’s social media users as well as musicians, actors, comedians, and influencers. The research article, which involved focus groups and semi-structured interviews with brand owners, digital marketers, and social media users, was directed by the Information Manipulation Theory. Content research article of impersonated accounts showed that audiences become sceptical of content, including authentic ones, since deceptive profiles tend to undermine audiences’ confidence. The MAX Weber’s Qualitative Data Analysis (MAXQDA) was used to evaluate the data and establish the recurrent patterns. In order to reduce these dangers in the digital era, the findings highlights the substantial damage done to brand reputation and the necessity of improved verification procedures and public awareness.