ABSTRACT

This study conducted a mixed-design experiment to explore how the audience evaluates brands targeted in online disinformation. The effects of key characteristics of fake news, political motivation and the intent to damage the brand reputation, were tested on crisis identification, perceived crisis severity, and audience acceptance of crisis responses. Results indicated that while fake news with high intention to damage the brand was perceived and evaluated to be a severe organizational crisis, fake news with political motivation was not considered to be a reputational crisis. Participants evaluated fake news with high intent to damage brand reputation as the most severe crisis and demanded accommodative responses from brands. Brands need to make strategic decisions based on the intent to damage the brand reputation and the presence of political motivations when they find themselves victims of disinformation spreading on social media.

摘要

这项研究进行了混合设计实验，以探讨受众如何评估针对在线虚假信息的品牌。假新闻的关键特征，政治动机以及损害品牌声誉的意图的影响在危机识别，感知的危机严重性和受众对危机反应的接受度方面进行了测试。结果表明，虽然假冒具有严重破坏品牌意图的新闻被认为并被认为是严重的组织危机，但具有政治动机的假新闻却不被认为是声誉危机。与会者评估了最有可能破坏品牌声誉的最严重危机的假新闻，并要求品牌采取适应性措施。