Between brand attacks and broader narratives: how direct and indirect misinformation erode consumer trust

Di Domenico, Giandomenico and Yu, Ding 2023. Between brand attacks and broader narratives: how direct and indirect misinformation erode consumer trust. Current Opinion in Psychology 54 , 101716. 10.1016/j.copsyc.2023.101716

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Abstract

Misinformation can take various forms, from political propaganda and health-related fake news to conspiracy theories. This review investigates the consequences of both direct and indirect misinformation for brands and consumers. We review the marketing literature focused on the consequences of misinformation spread and propose a framework that acknowledges the relationship between brands and consumers in a misinformation environment. We argue that the primary consequence of misinformation is the erosion of trust among the various actors in the marketplace. Additionally, we highlight that a comprehensive understanding of the consequences of misinformation should also consider the effects of indirect misinformation on the marketplace.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Subjects:	H Social Sciences > H Social Sciences (General)
Publisher:	Elsevier
ISSN:	2352-2518
Date of First Compliant Deposit:	23 October 2023
Date of Acceptance:	18 October 2023
Last Modified:	23 Nov 2023 14:33
URI:	https://orca.cardiff.ac.uk/id/eprint/163429

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