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All Journal Danadyaksa: Post Modern Economy Journal
Abdul Halik
Universitas 17 Agustus 1945 Surabaya, Surabaya, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Digital Counterfeit Consumption: A Netnographic Study of Fake Skincare Consumption in TikTok's Algorithmic Ecosystem Inge Cellianada Cahyono; Siti Mujanah; Abdul Halik
Danadyaksa: Post Modern Economy Journal Vol. 4 No. 1 (2026): Post Modern Economy Journal
Publisher : Yayasan Pendidikan Islam Bustanul Ulum Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69965/danadyaksa.v4i1.615

Abstract

This study explores the consumption mechanisms of fake skincare in TikTok's algorithmic ecosystem through a passive netnography approach. The data were drawn from 30 digital artifacts, including live streams, comment threads, videos of victims, and news reports collected between January and September 2024. The findings show that TikTok's For You Page algorithm normalizes fake skincare purchases by prioritizing high-engagement content, reinforcing herd mentality, and fueling FOMO through emotional narratives. Beauty creators build digital trust through authoritative bias and protective storytelling, making consumers prefer creator recommendations over official verification. Digital communities collectively build "authenticity" through peer likes, testimonials, and corrections, giving fake products social legitimacy. Visual misinformation further distorts the perception of safety. This study expands the consumption literature of digital counterfeiting by integrating the perspectives of algorithms, influencers, communities, and misinformation in emerging markets. The practical implications emphasize stronger platform regulation, consumer education, and increased digital literacy to reduce health and financial risks.
Co-Authors Inge Cellianada Cahyono Siti Mujanah