The fake news effect: what does it mean for consumer behavioral intentions towards brands?
The fake news effect: what does it mean for consumer behavioral intentions towards brands?
复制标题
假新闻效应：这对消费者对品牌的行为意图意味着什么？
DOI：
10.1108/jices-05-2021-0044
复制
发表时间：
2021
期刊：
影响因子：
--
通讯作者：
O. S. Paracha
中科院分区：
文献类型：
--
作者：
Aruba Sharif;T. Awan;O. S. Paracha
目的
本研究旨在了解假新闻如何在当今假新闻盛行和普遍的时代对消费者行为意图产生影响。品牌不仅面临声誉损失，而且股价和销售额也有所下降，这影响了它们的财务状况。因此，了解假新闻对行为意图的影响并制定策略来管理影响对品牌至关重要。
设计/方法/方式
本研究使用了几个品牌和营销的概念，如品牌体验，品牌信任，品牌可信度，消费者行为意图沿着变量建议的埃塞尔-李克维模型和启发式系统模型，如个人相关性/参与。对于假新闻，使用新闻真实性、新闻可信度和来源可信度。
结果
本研究结果显示，正面的品牌体验、品牌信任、品牌可信度有助于创造正面的品牌行为意向。本研究表明，注重提供正面品牌体验的品牌比不注重这些因素的品牌具有更强的品牌信任度和可信度，受假新闻的影响更小。
实际影响
本文可以帮助品牌管理者了解假新闻对消费者行为意图的影响。经理们可以制定策略，使假新闻对他们品牌的影响最小。
独创性/价值
本文作者试图填补文献中的差距，即研究假新闻如何影响品牌，考虑他们与客户建立的信誉，信任和体验。现有文献讨论了社交媒体上假新闻的产生和传播及其对政治场景和个性的影响。此外，研究解释了假新闻对品牌财务状况的影响，但营销方面没有进行实证检验。
Purpose
This study aims to understand how fake news can cause an impact on consumer behavioral intentions in today’s era when fake news is prevalent and common. Brands have not only faced reputational losses but also got a dip in their share prices and sales, which affected their financial standing. Hence, it is significant for brands to understand the impact of fake news on behavioral intentions and to strategize to manage the impact.
Design/methodology/approach
This study uses several branding and marketing concepts such as brand experience, brand trust, brand credibility, consumer behavioral intentions along with variables suggested by Elaboration Likelihood Model and Heuristic Systematic Model such as personal relevance/involvement. For fake news, news truthfulness, news credibility and source credibility are used.
Findings
The results of this study shows that positive brand experience, brand trust, brand credibility help in creating positive behavioral intentions for brands. This study shows that brands focusing on providing positive brand experience have a stronger brand trust and credibility and are affected less by fake news than those brands which do not emphasize on these factors.
Practical implications
This paper can assist brand managers in understanding the impact fake news can have on behavioral intentions of consumers. The managers can strategize such that the fake news affects their brands the least.
Originality/value
The authors in this paper attempt to fill in the gap in literature, which is to study how the fake news impacts the brands considering the credibility, trust and experience they establish with their customers. The existing literature discusses the generation and dissemination of fake news on social media and its impact on political scenarios and personalities. Also, studies explain the impact of fake news on the financial position of brands, but marketing facets are not tested empirically.
影响因子：
8.4
作者：
Allcott, Hunt;Gentzkow, Matthew
通讯作者：
Gentzkow, Matthew