Exploring the fake news experience in the marketing context

What is it about?

The spread of fake news on social media sites (SNS) poses a threat to the marketing landscape, yet little is known about how fake news affects consumers’ perceptions, attitudes, and behaviors. This study explains when consumers believe fake news, who they blame for it (e.g., negative attitudes towards brands or SNS), and when they choose to share it.

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Why is it important?

By simultaneously considering consumers’ perceptions of the source, information, and medium (i.e., SNS), this study presents a novel conceptual framework providing a marketing-centered, dynamic view on consumers’ fake news experience and connecting consumers’ perceptions, attitudes, and behaviors in the context of fake news.