Digital Authenticity and Media Literacy Integration in Vietnam’s Social Media: Influencer-Endorsed Verification and Audience Critique

The advent of social media has fundamentally altered the ways in which information circulates, positioning influencers as informal media educators who guide audiences in applying critical evaluation skills.This study examines how social media influencers contribute to the development of media literacy and uphold digital authenticity within Vietnam's online information ecosystem, with particular attention to periods of public health crises and national policy debates.Employing a mixed-methods design, integrating quantitative surveys with in-depth qualitative interviews, the research investigates the processes by which influencers and their followers assess content credibility, engage in fact-checking practices, and counteract misinformation.Findings indicate that influencers support media education by modelling verification techniques and prompting audiences to adopt rigorous evaluation criteria.Interactive feedback channels between influencers and followers further consolidate these verification routines, thereby strengthening public trust.Nonetheless, the persistence of unsubstantiated personal opinions and unclear source attribution continues to challenge content integrity.The study underscores the imperative for collaborative interventions among governmental agencies, social media platforms, and influencers to embed media literacy principles within content-creation guidelines and platform policies.Implications for policy and practice include recommendations for structured media education initiatives, the formulation of clear verification standards, and the adoption of platform features that encourage audience engagement in critical evaluation.These measures are essential to fostering an informed, discerning public capable of navigating the complexities of the contemporary digital communication landscape.