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How Truthiness, Fake News and Post-Fact Endanger Brands and What to Do About It

Author

Listed:
  • Berthon Pierre

    (Professor of Information Design and Corporate Communication McCallum Graduate School of Business, Bentley University Waltham, MA. USA)

  • Treen Emily

    (Beedie School of Business, Simon Fraser University, Vancouver, BC, Canada)

  • Pitt Leyland

    (Dennis F. Culver EMBA Alumni Chair of Business, Beedie School of Business, Simon Fraser University, Vancouver, BC, Canada)

Abstract

Brands can interact both directly and indirectly with fake news. In some instances, brands are the victims of fake news and, other times, the purveyors. Brands can either finance fake news or be the targets of it. Indirectly, they can be linked via image transfer, where either fake news contaminates brands, or brands validate fake news.

Suggested Citation

  • Berthon Pierre & Treen Emily & Pitt Leyland, 2018. "How Truthiness, Fake News and Post-Fact Endanger Brands and What to Do About It," GfK Marketing Intelligence Review, Sciendo, vol. 10(1), pages 18-23, May.
    • Handle: RePEc:vrs:gfkmir:v:10:y:2018:i:1:p:18-23:n:3
    DOI: 10.2478/gfkmir-2018-0003
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