What to believe, whom to blame, and when to share: exploring the fake news experience in the marketing context

• Published in: The Journal of consumer marketing Vol. 39; no. 3; pp. 306 - 316
• Main Authors: Mahdi, Ali, Farah, Maya F, Ramadan, Zahy
• Format: Journal Article
• Language: English
• Published: Santa Barbara Emerald Publishing Limited 04-05-2022; Emerald Group Publishing Limited
• Subjects: Attitudes; Credibility; Marketing; Perceptions; Sharing motives; Social media; Brands; Behaviors; Attitudes; Perceptions; Strategy; SNS; Fake news; Consumers’ perceptions
• ISSN: 0736-3761; 2052-1200
• DOI: 10.1108/JCM-05-2020-3863

Purpose
The spread of fake news on social networking sites (SNS) poses a threat to the marketing landscape, yet little is known about how fake news affect consumers’ perceptions, attitudes and behaviors. This study aims to explore when consumers believe fake news, whom they blame for it (e.g. negative attitudes toward brands or SNS) and when they choose to share it.
Design/methodology/approach
Data obtained from 80 open-ended, semistructured interviews, conducted with SNS consumers and experts, is analyzed following the principles of grounded theory and the Gioia methodology.
Findings
Factors affecting consumers’ perceptions of fake news include skepticism, awareness, previous experience, appeal and message cues. Consumers’ brand- and SNS-related attitudes are affected by consumers’ blame, which is determined by consumers’ perceptions of the vetting efforts, role and ethical obligation of SNS. Consumers’ motives for sharing fake news include duty, retaliation, authentication and status-seeking. Theoretical and practical implications derived from the study’s novel conceptual framework are discussed.
Practical implications
This study identifies communication strategies that marketing professionals can use to mitigate and counter the negative effects of fake news.
Originality/value
By simultaneously considering consumers’ perceptions of the source, information and medium (i.e. SNS), this study presents a novel conceptual framework providing a marketing-centered, dynamic view on consumers’ fake news experience and connecting consumers’ perceptions, attitudes and behaviors in the context of fake news.