Liars are deeply insecure
Spreading a bunch of lies and rumors might be just their own method of connecting with other people and feeling better in their own skin. Those who lie oftentimes will lie about their own personality, so they can boost their own bleeding ego. For example, if they don’t feel well in their own skin, it’s not something they can be frank about.
In fact, it’s exactly the opposite. This particular kind of identity issue is very hard to handle, so the last thing they would wish for is for other people to be aware of it. That’s why, in their opinion, is much easier to lie about it, and maybe…who knows? It might go away. Needless to say that it doesn’t work like this.