Brandjacked for social media advert fraud: microcelebrities’ experiences of digital crime in South Africa

Abstract

Globally, social media has seen a significant rise in online impersonation and advertising fraud. Yet, local research on the experiences of cyber victims directly impacted by these digital crimes remains underdeveloped. In Global South contexts, such as South Africa, where the presence of celebrity influencers in digital spaces is rapidly evolving, understanding the meanings and risks attached to cybervictimisation is paramount. An interpretative phenomenological approach was used to describe the cybervictimisation experiences of three South African celebrity influencers whose reputations were brandjacked for fake endorsements in social media advertisements. Semi-structured interviews were conducted with these influencers and their brand representatives. The article offers an in-depth engagement with the lived experiences of cyber victims of identity and brand fraud, as well as the victimisation of followers who have been scammed by fake endorsements. This approach provided rich insights into the cybervictimisation experiences of a fashion influencer, a medical doctor, and a health science expert. Key findings are presented regarding the extent of the crime, its seemingly unstoppable nature, and the complex trauma it inflicts. Celebrities unanimously describe fake celebrity endorsements as rampant and uncontrollable, while their efforts to stop digital crimes are thwarted by the anonymity of scammers, their invisibility, and the minimal options for meaningful recourse and legal support. The findings furthermore trace how the participants experience prolonged trauma from their own and their followers’ victimisations. Such ‘brand-denting’ reputational damage has shaped their subjective worlds as unsafe and at risk. The article highlights the need for further scholarly and legal engagement regarding the impact of digital crime victimisation and its countermeasures.