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p-Index From 2021 - 2026
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All Journal Eduvest - Journal of Universal Studies Jurnal Multidisiplin Indonesia
Tjio Mitchello Evan
LSPR Institute of Communication and Business
Aerospace Engineering Computer Science & IT Education Health Professions Law, Crime, Criminology & Criminal Justice Neuroscience Public Health Social Sciences Veterinary

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Online Firestorm Phenomena: A Systematic Literature Review (SLR) Research Kanienda Geminar; Labaika Natin; Tjio Mitchello Evan
Eduvest - Journal of Universal Studies Vol. 6 No. 5 (2026): Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v6i5.53138

Abstract

This study conducts a Systematic Literature Review (SLR) on the online firestorm phenomenon—a sudden surge of negative word-of-mouth (WoM) on social media directed at a public target. Using the PRISMA 2020 framework, 719 articles were identified from Scopus (2013–2025), of which 30 met the eligibility criteria for final analysis. Findings show that online firestorms are characterized by speed, emotional intensity, and viral amplification, typically triggered by moral or social norm violations. Research interest has grown rapidly since 2020, with most studies published in Q1 journals and dominated by quantitative methods. Six main themes emerged: crisis communication, moral emotions, social norm enforcement, political communication, computational detection, and digital leadership. This review concludes that online firestorms represent both communicative and socio-psychological phenomena, shaped by emotional contagion and algorithmic dynamics. This review provides an integrative understanding of digital outrage and offers practical insights for designing ethical and dialogic strategies to manage online crises in the age of participatory publics.
The Authenticity Crisis: A Systematic Review of Trust Erosion in Human vs. AI Influencers Tjio Mitchello Evan; Renita Kristiani; Maria Risya Maharani
Jurnal Multidisiplin Indonesia Vol. 5 No. 8 (2026): Jurnal Multidisiplin Indonesia
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/jmi.v5i8.2815

Abstract

The rapid integration of Artificial Intelligence into social media has disrupted the digital marketing environment, creating an authenticity crisis that affects both human and AI influencers as audiences struggle to distinguish genuine engagement from manufactured content. This study aims to synthesize the drivers of trust erosion and compare the perception of authenticity between Human and AI influencers, ultimately proposing a framework for their coexistence within contemporary marketing practice. Utilizing a Systematic Literature Review following the PRISMA 2020 guidelines, this research analyzed a final dataset of 31 articles sourced from the Scopus database and published between 2020 and 2026. The findings reveal a dual trust challenge: human influencers lose credibility through hyper-commercialization and deceptive engagement metrics, while AI influencers face scepticism due to the uncanny valley effect and the hidden motives of their creators. Consequently, the concept of authenticity is bifurcating; human influencers are expected to demonstrate emotional authenticity through real and unscripted moments, whereas AI influencers are valued for functional authenticity, characterized by consistency, reliability, and rationality in the information they provide. These findings suggest that authenticity should no longer be treated as a single, universal standard but rather as a construct that varies according to influencer type. Marketers must therefore adapt to this new environment by ensuring full transparency regarding sponsorships and AI usage, and by strategically deploying each influencer type for distinct purposes: human influencers to build deep emotional connections with audiences, and AI influencers to achieve broad reach and disseminate product information efficiently and consistently at scale.
Co-Authors Kanienda Geminar Labaika Natin Maria Risya Maharani Renita Kristiani