信不信由你!虚假新闻在市场营销中的前因后果

MKTG: Consumer Behavior (Sub-Topic) Pub Date : 2019-01-02 DOI:10.2139/ssrn.3741123

Anubhav A. Mishra, Sridhar Samu, Shameem Shagirbasha

{"title":"信不信由你!虚假新闻在市场营销中的前因后果","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":"{\"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}","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

摘要

采用混合方法，本研究调查了分享营销相关虚假新闻的动机和后果。定性分析表明，人们分享信息是为了帮助他人，帮助(假)受害者对品牌进行报复。实证分析表明，强势品牌比弱势品牌遭受的损失更大。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

查看原文本刊更多论文

Believe It or Not! Antecedents and Consequences of False News in Marketing

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.

求助全文

通过发布文献求助，成功后即可免费获取论文全文。去求助

来源期刊

MKTG: Consumer Behavior (Sub-Topic)

自引率

0.00%

发文量