IDEAS home Printed from https://ideas.repec.org/a/ids/ijimad/v19y2023i1-2p146-171.html
   My bibliography  Save this article

The impact of user-generated fake news on brand equity: moderating mechanisms of brand attitude and corporate reputation

Author

Listed:
  • Beate E. Stiehler-Mulder
  • Daniel K. Maduku

Abstract

This paper investigates the impact of consumers' perceived realism of user-generated fake content on consumer-based brand equity. In addition, the moderating roles of both brand attitude and corporate reputation on the impact of the perceived realism of user-generated fake news on brand equity is examined. A survey design was used to obtain 354 responses randomly from a South African national consumer panel. Scale validation and hypotheses testing were assessed by means of structural equation modelling. The results show that consumers' perceived realism of fake news is significant and negatively related to brand equity. Moreover, the findings emphasise that brand attitudes and corporate reputation serve as moderating mechanisms through which the impact of the perceived realism of fake news on consumer-based brand equity is revealed. The findings extend the currently limited literature on the impact of fake user-generated content on brand equity.

Suggested Citation

  • Beate E. Stiehler-Mulder & Daniel K. Maduku, 2023. "The impact of user-generated fake news on brand equity: moderating mechanisms of brand attitude and corporate reputation," International Journal of Internet Marketing and Advertising, Inderscience Enterprises Ltd, vol. 19(1/2), pages 146-171.
    • Handle: RePEc:ids:ijimad:v:19:y:2023:i:1/2:p:146-171
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=132728
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijimad:v:19:y:2023:i:1/2:p:146-171. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=84 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.