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

Author

Listed:
  • Zazli Lily Wisker

    (International Pacific Hotel Management School)

  • Robert Neil McKie

    (Massey University)

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.

Suggested Citation

  • Zazli Lily Wisker & Robert Neil McKie, 2021. "The effect of fake news on anger and negative word-of-mouth: moderating roles of religiosity and conservatism," Journal of Marketing Analytics, Palgrave Macmillan, vol. 9(2), pages 144-153, June.
    • Handle: RePEc:pal:jmarka:v:9:y:2021:i:2:d:10.1057_s41270-020-00101-8
    DOI: 10.1057/s41270-020-00101-8
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    References listed on IDEAS

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