Proposal authors can use this tool to see where they have been placed in the agenda. Please scroll down to search by Author Name (Note: if the submitting author did not add all authors to the ProposalSpace form, only First & Corresponding Author will be searchable), or by Date/Time.
The Impact of Fake News on Its Sponsor's Brand Trust
Keywords: Please select at least two and no more than four. Hold the CTRL key to select multiple
Experimental Research
Information Processing
Abstract
Abstract
This study examined how the fake news sponsored by brands influence consumers’ brand trust. Specifically, it explored the effects of fake news on brand trust and the factors (e.g., product involvement, audiences’ previous fake news experiences, and media consumption) that might moderate this association. An online between-subjects experiment-survey (n = 594) was conducted. This study designed the 2 (fake/real news) x 2 (brands of high/low product involvement) stimuli to explore the relationship between fake news and brand trust. The results showed that the difference of brand trust between fake and real news conditions was insignificant. However, a more granular analysis found that product involvement, media consumption, and audiences’ perceptions of fake news significantly moderated the relationship between perceived news credibility and brand trust, suggesting that fake news consumption is a complex behavior that involves other motivations that affect the interaction of message credibility and brand trust.
First & Corresponding Author
Sylvia Chan-Olmsted, University of Florida
Authors in the order to be printed.
Sylvia Chan-Olmsted, Yufan Qin