Ndeto, Valerie Mwikali2025-01-152025-01-152024-10Ndeto, V. M. (2024). The Influence of Social Media Fraudulent Pseudo Accounts on Personal Brand’s Reputation in Kenyan Entertainment. Daystar University, School of Communicationhttps://repository.daystar.ac.ke/handle/123456789/5880MASTER OF ARTS In CommunicationToday, users have taken advantage of the availability of social media platforms and created pseudo-accounts of prominent members of society. Such accounts have successfully tarnished the names of public figures by spreading false information, engaging in fraudulent activities, and deceiving followers. This study sought to explore the influence of such social media accounts on the personal brands of selected individuals in the entertainment industry. The specific objectives were to examine the attributes that set personal brands apart, identify the factors that made them susceptible to pseudo-social media accounts, and assess the impact of these accounts on brand reputation. A qualitative research design, specifically exploratory in nature, was adopted to provide a deeper understanding of the challenges faced by entertainers in maintaining their brand image online. The primary target population consisted of Kenyan personal brands active in the entertainment industry, including musicians, actors, comedians, and social media influencers. The secondary population comprised millennial and Gen Z social media users, who form the bulk of the audience engaging with these personal brands. The study employed Uses and Gratification Theory to explain how personal brands fulfill various needs for their audiences, such as entertainment, social interaction, and personal identity. Additionally, Information Manipulation Theory was applied to understand how pseudo-social media accounts distort information for deceptive purposes. Data was collected through semi-structured interviews with key stakeholders, including personal brand owners, digital marketing experts, and social media users. Focus group discussions were conducted to capture a range of perspectives, and content analysis was performed on social media accounts that had been targeted by impersonators. The collected data was thoroughly cleaned, coded, and analyzed using MAXQDA software, which allowed the researcher to identify recurring themes and patterns. Key findings revealed that authenticity, creativity, and consistency are crucial for personal brands in the entertainment industry. These traits enable entertainers to build trust and engage with their audiences on a personal level. However, the study also found that vulnerabilities such as the lack of verification badges and the rapid growth of a personal brand make them particularly susceptible to impersonation. Impostors exploit these weaknesses to create fake accounts, leading to confusion among followers and potential financial losses due to scams. The study also uncovered that pseudo-social media accounts significantly damage personal brand reputations by eroding trust. The presence of these fake accounts often leads to skepticism from the audience, even toward genuine content. Furthermore, the constant battle against fake accounts takes an emotional toll on entertainers, affecting their creativity, content production, and overall mental well-being. In addition to these findings, this study faced several challenges during data collection. Participant dropout, limited time for conducting interviews, scheduling conflicts with busy entertainers, and difficulties in accessing certain key participants were among the main limitations experienced. These issues slightly affected the breadth of data collected but did not diminish the significance of the study’s findings. This study underscores the importance of safeguarding personal brands from misinformation and impersonation. The findings offer valuable insights into brand reputation management and highlight the need for more robust mechanisms to protect public figures in the digital age. Future research could explore ways to improve verification processes and increase public awareness about the dangers of pseudo-social media accounts.ensocial media platformsprominent members of societypseudo-accountsThesis