Brand management in the era of fake news: narrative response as a strategy to insulate brand value
Brand management in the era of fake news: narrative response as a strategy to insulate brand value
复制标题
假新闻时代的品牌管理：作为品牌价值隔离策略的叙事回应
DOI：
10.1108/jpbm-12-2018-2150
复制
发表时间：
2019-05
影响因子：
5.6
通讯作者：
Adam J. Mills;Karen Robson
中科院分区：
文献类型：
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作者：
Adam J. Mills;Karen Robson
伪造新闻报道越来越威胁着目的品牌价值；本文的目的是解释如何使用叙事响应来减轻这种威胁，尤其是在危机严重且消费者高度参与的情况下。设计/方法此概念论文提供了基于讲故事和品牌管理文献的叙事响应的建议和指导。研究结果本文重点介绍了真实性和情感参与，这是有效讲故事的关键。当前处理错误信息的管理方法的实践含义不足，因为它们可以根据事实来说服受众；本文可用于帮助品牌经理在理性上诉失败时回应虚假新闻故事。原创性/价值本文在虚假新闻时代提供了对品牌管理策略的见解。
Purpose Brand value is increasingly threatened by fake news stories; the purpose of this paper is to explain how narrative response can be used to mitigate this threat, especially in situations where the crisis is severe and consumers are highly involved. Design/methods This conceptual paper derives recommendations and guidance for the use of narrative response based on storytelling and brand management literature. Findings This paper highlights authenticity and emotional engagement as keys to effective storytelling. Practical implications Current managerial approaches to dealing with misinformation are insufficient, as they presuppose an audience that can be convinced based on facts; this paper can be used to help brand managers respond to fake news stories when rational appeals fail. Originality/value This paper provides insight into brand management strategies in the era of fake news.