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Fake news affecting real brands : persuasive factors influencing Dutch social media users’ acceptance of fake news about brands

Perik, N. (2021) Fake news affecting real brands : persuasive factors influencing Dutch social media users’ acceptance of fake news about brands.

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Abstract:Due to the enormous growth of social media, fake news is spreading faster than ever before. Fake news about brands, the focus area of this research, has increasingly become a threat to organizations in the last years. Little is known about why the misinformation spread via fake news is often accepted by the readers. When there is a clearer understanding of what makes fake news so compelling to accept, people can be informed and protected in a better way against fake news. This research aimed at examining if the persuasive factors authority and social proof influence the acceptance of fake news about brands. This study claims that the persuasive principles of authority and social proof will not influence Dutch social media users’ acceptance of fake news about brands if these people are already aware of the existence of fake news. However, social media users that are not familiar with the concept can be influenced by the principle of authority and have in general a higher acceptance of fake news than people who are familiar with fake news. To combat the negative effects of fake news about brands, it is important that society keeps getting informed about fake news and that tools are provided to recognize such fake news.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/87637
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