| Abstract [eng] |
The phenomenon of fake news is increasingly getting into the spotlight of scientists. Today practitioners and theorists are interested in the impact of fake news on brand image, reputation, and consumer trust in the brand. The rapid spread of false information in the public sphere is a big concern for businesses and brands. Because of it, they need to find better solutions to manage the fake news crisis. In the context of false news, there are real challenges in effectively communicating with consumers. The brands must be aware of such risks to successfully maintain consumer trust and loyalty and protect them from misleading information. An analysis of the scientific literature has shown that fake news can be detrimental to consumer trust in a brand. However, a befitting response strategy can protect brands from the adverse effects of fake news. The empirical research has shown that the brand response strategies – attack, rebuttal, and storytelling – positively impact consumer trust in the brand. Storytelling is the most reliable brand response, leading to greater consumer trust in the brand compared to traditional response strategies such as attack and rebuttal. |
