Misinformation + Digital Addition

Question 1

What is Misinformation (fake news)?

Answer 1

Misinformation (fake news) = Deliberate sharing of misleading information.

Question 2

What is the process of Misinformation (fake news)?

Answer 2

1. Fake news published on social media.
2. Fake news is spread among parties (human, non-human spreaders).
3. Fake news is believed by some parties.

Question 3

What are the outcomes of Misinformation (fake news) on a consumer level?

Answer 3

Consumer Level:

• decreased media trust.
• confusion + doubt of previous knowledge.
• Reliant on fake news for subsequent behaviours.

Question 4

What are the outcomes of Misinformation (fake news) on a firm level?

Answer 4

Firm Level:

• targets firms to change consumer beliefs.
• fake news can be legitimised when associated with brand with high reputation.
• Exposes firms to reputational risks.

Question 5

Why does Misinformation (fake news) target social media?

Answer 5

• everyone can publish/spread fake news without restrictions.
• social media is increasingly being used as a source of info.
• users are polarised (exposed to info which is consistent with their views).

Question 6

What are the impacts of misinformation?

Answer 6

• Political decisions.
• Health-related decisions.
• Confusion + doubts over prior knowledge.
• Consumer backlash.
• Financial losses.
• Gaslighting (manipulation of individual’s thoughts to make them question the validity of their own thoughts).