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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

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  • Visentin, Marco
  • Pizzi, Gabriele
  • Pichierri, Marco

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.

Suggested Citation

  • Visentin, Marco & Pizzi, Gabriele & Pichierri, Marco, 2019. "Fake News, Real Problems for Brands: The Impact of Content Truthfulness and Source Credibility on consumers' Behavioral Intentions toward the Advertised Brands," Journal of Interactive Marketing, Elsevier, vol. 45(C), pages 99-112.
    • Handle: RePEc:eee:joinma:v:45:y:2019:i:c:p:99-112
    DOI: 10.1016/j.intmar.2018.09.001
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    References listed on IDEAS

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    6. Seoyong Kim & Sunhee Kim, 2020. "The Crisis of Public Health and Infodemic: Analyzing Belief Structure of Fake News about COVID-19 Pandemic," Sustainability, MDPI, vol. 12(23), pages 1-23, November.
    7. Bermes, Alena, 2021. "Information overload and fake news sharing: A transactional stress perspective exploring the mitigating role of consumers’ resilience during COVID-19," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    8. Xu, Yanjing & Zhu, Jianming & Mou, Jian, 2021. "Factors influencing bid-winning performance in mixed crowdsourcing: The persuasive effect of credible information sources," Technology in Society, Elsevier, vol. 65(C).
    9. Giandomenico Domenico & Annamaria Tuan & Marco Visentin, 2021. "Linguistic drivers of misinformation diffusion on social media during the COVID-19 pandemic," Italian Journal of Marketing, Springer, vol. 2021(4), pages 351-369, December.
    10. Bernhard Swoboda & Carolina Sinning, 2021. "Endorsement of Global Product Brands by Global Corporate Brands – A Consumer Perspective Across Nations," Management International Review, Springer, vol. 61(4), pages 563-598, August.
    11. Domenico, Giandomenico Di & Sit, Jason & Ishizaka, Alessio & Nunan, Daniel, 2021. "Fake news, social media and marketing: A systematic review," Journal of Business Research, Elsevier, vol. 124(C), pages 329-341.
    12. Iqbal Thonse Hawaldar & Mithun S. Ullal & Felicia Ramona Birau & Cristi Marcel Spulbar, 2019. "Trapping Fake Discounts as Drivers of Real Revenues and Their Impact on Consumer’s Behavior in India: A Case Study," Sustainability, MDPI, vol. 11(17), pages 1-20, August.
    13. Zaman, Mustafeed & Vo-Thanh, Tan & Nguyen, Chi T.K. & Hasan, Rajibul & Akter, Shahriar & Mariani, Marcello & Hikkerova, Lubica, 2023. "Motives for posting fake reviews: Evidence from a cross-cultural comparison," Journal of Business Research, Elsevier, vol. 154(C).
    14. Talwar, Shalini & Dhir, Amandeep & Singh, Dilraj & Virk, Gurnam Singh & Salo, Jari, 2020. "Sharing of fake news on social media: Application of the honeycomb framework and the third-person effect hypothesis," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    15. Hsin‐Hui Lin & Ching‐Feng Chen & Chih‐Lun Wu, 2023. "The effects of news authenticity and social media tie strength on consumer dissemination behavior," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 44(4), pages 2292-2313, June.
    16. Hu, Han-fen & Krishen, Anjala S. & Barnes, Jesse, 2023. "Through narratives we learn: Exploring knowledge-building as a marketing strategy for prosocial water reuse," Journal of Business Research, Elsevier, vol. 158(C).
    17. Birim, Şule Öztürk & Kazancoglu, Ipek & Kumar Mangla, Sachin & Kahraman, Aysun & Kumar, Satish & Kazancoglu, Yigit, 2022. "Detecting fake reviews through topic modelling," Journal of Business Research, Elsevier, vol. 149(C), pages 884-900.
    18. Kumar, Sushant & Talwar, Shalini & Krishnan, Satish & Kaur, Puneet & Dhir, Amandeep, 2021. "Purchasing natural personal care products in the era of fake news? The moderation effect of brand trust," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).

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