The effect of fake news on anger and negative word-of-mouth: moderating roles of religiosity and conservatism

Zazli Lily Wisker () and Robert Neil McKie
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Zazli Lily Wisker: International Pacific Hotel Management School
Robert Neil McKie: Massey University

Journal of Marketing Analytics, 2021, vol. 9, issue 2, No 7, 144-153

Abstract: Abstract This study aims to explore how consumers process and respond to fake news. The study hypothesizes that fake news that induces one’s belief and values increases the level of anger that eventually affects negative word-of-mouth (n-WoM). The study also posits that religiosity and conservatism moderate the relationship between anger and n-WoM. Data were collected using quasi-experimental repeated measures factorial design, 1 × 2 within subjects. A total of 188 participants responded to the experiment. The study uses one-way repeated measures design ANOVA and MEMORE to test the effects of moderation for repeated measures. Religiosity and conservatism moderate the relationship between anger and negative word-of-mouth. The study’s limitations include the limited dimension measured for religiosity and not differentiating the denominations of Islam.

Keywords: Fake news; Anger; Religiosity; Conservatism; Negative word-of-mouth (search for similar items in EconPapers)
Date: 2021
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DOI: 10.1057/s41270-020-00101-8

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