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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

Author

Listed:
  • 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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