Teresa Borges?Tiago|Flávio Tiago|Osvaldo Silva|José Manuel Guaita Martínez|Dolores Botella?Carrubi
Online users' attitudes toward fake news: Implications for brand management
Universidade dos Açores|Universidade dos Açores|Universidade dos Açores|Valencian International University|Universitat Politècnica de València
abstract study examines brands vulnerability fake news rapid spread online misinformation poses challenges brand managers whose brands cocreated online sometimes detriment brand need identify information sources likely trustworthy promote positive consumer attitudes toward brands data study taken flash eurobarometer 26576 respondents across 28 european countries cluster analysis partial least squares structural equation modeling used analyze data unveil users attitudes toward fake news findings show users attitudes toward fake news differ among european countries younger techsavvy users likely recognize fake news consequently able evaluate digital information sources without relying policy interventions limit impact fake news brand managers use findings study better understand different kinds users susceptibility fake news reshape social media branding strategies accordingly hoped paper encourage research brand management relation fake news promote widespread adoption best practices social media communication