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Fake News, Real Problems for Brands: The Impact of Content Truthfulness and Source Credibility on consumers' Behavioral Intentions toward the Advertised Brands

Marco Visentin, Gabriele Pizzi and Marco Pichierri

Journal of Interactive Marketing, 2019, vol. 45, issue C, 99-112

Abstract: The presence of fake news via Internet media compels researchers and practitioners to understand the consequences of this phenomenon on marketing activities. Surprisingly, no marketing study to date has analyzed the effect of fake news on consumers' evaluations of a brand advertised on the same webpage. To fill this gap, this study empirically investigated whether individuals' perceptions of fake news transfer to an adjacent brand advertisement. Specifically, we manipulated news truthfulness and source credibility, observing the change in individuals' responses while distinguishing between objective truthfulness and the perceived credibility of the news.

Keywords: Fake news; Brand attitude; News truthfulness; News credibility; Source credibility; Brand trust (search for similar items in EconPapers)
Date: 2019
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Handle: RePEc:eee:joinma:v:45:y:2019:i:c:p:99-112