Anubhav A. Mishra, Sridhar Samu, Shameem Shagirbasha
{"title":"Believe It or Not! Antecedents and Consequences of False News in Marketing","authors":"Anubhav A. Mishra, Sridhar Samu, Shameem Shagirbasha","doi":"10.2139/ssrn.3741123","DOIUrl":null,"url":null,"abstract":"Using a mixed-methods approach, this research investigates the motivations and consequences of sharing marketing related false news.<br><br>Qualitative analysis reveals that people share messages to help others and help the (fake) victim to take revenge on brands. Empirical analysis shows that strong brands suffer more than weak brands.","PeriodicalId":162211,"journal":{"name":"MKTG: Consumer Behavior (Sub-Topic)","volume":"31 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2019-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"MKTG: Consumer Behavior (Sub-Topic)","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.2139/ssrn.3741123","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0
Abstract
Using a mixed-methods approach, this research investigates the motivations and consequences of sharing marketing related false news.
Qualitative analysis reveals that people share messages to help others and help the (fake) victim to take revenge on brands. Empirical analysis shows that strong brands suffer more than weak brands.