CARDIFF, WALES – A landmark study from Cardiff Business School has officially concluded what millions of internet users have instinctively known for years: social media influencers are, in fact, exacerbating the spread of misinformation and generally making the internet a more toxic place. The peer-reviewed research, published in *Psychology & Marketing*, meticulously detailed how the unique, parasocial relationships influencers cultivate with their followers create fertile ground for the propagation of nonsense.

“Our findings indicate a statistically significant correlation between an individual’s follower count and their capacity to confidently assert demonstrably false information as fact,” explained Dr. Evelyn Thorne, lead researcher and head of the newly formed Department of Digital Delusion. “Furthermore, we observed a direct link between the perceived authenticity of an influencer and the subsequent erosion of critical thinking skills among their audience. It’s truly revolutionary work.”

The study, which analyzed brand-related misinformation across 47 brands over three years, is reportedly the first to quantify the specific types and extent of toxicity generated by these digital tastemakers. Critics, however, suggest the research merely provides an academic veneer to a phenomenon best described by scrolling through any comment section for five minutes.

“I could have told them that for free,” commented local barista, Kevin Chen, 28, while scrolling past an influencer promoting a ‘detox tea’ made primarily of sawdust. “Did they need a grant for this? I thought that was just, like, the internet’s default setting now.”

Academics are now reportedly seeking further funding to investigate whether the sun rises in the east and if politicians occasionally lie.