Fake news or true lies? Reflections about problematic contents in marketing
Open accessAbstract
Scholars in different scientific fields and practitioners are analyzing the rise of production and diffusion of fake news and problematic information that is rapidly contaminating the digital world. Although problematic information might seriously affect brands, marketing and consumer behavior research is surprisingly limited. This article aims to provide a research agenda for marketing by analyzing the previous literature and identifying relevant insights suggested by different disciplines. Based on the review of 86 interdisciplinary scientific papers and 5 managerial reports, we speculate on future avenues for consumer behavior, marketing strategy, and marketing ethics research about fake news and problematic information.
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The proliferation of deepfakes is subjecting companies to derogatory activities such as defamation and sabotage, which can threaten a company's reputation and brand image through marketplace deception, resulting in a loss of trust from customers and other stakeholder groups.
“The proliferation of deepfakes is subjecting companies to derogatory activities such as defamation and sabotage, which can threaten a company's reputation and brand image through marketplace deception, resulting in a loss of trust from customers and other stakeholder groups (Di Domenico & Visentin, 2020; Rubin, 2019).”
From Deepfakes: Deceptions, mitigations, and opportunities (2023) · cites this paper as Di Domenico & Visentin, 2020
The rise of marketplace deception through deepfakes, if not successfully addressed, may lead to further erosion of consumer trust in business in general and marketing in particular.
“The rise of marketplace deception through deepfakes, if not successfully addressed, may lead to further erosion of consumer trust in business in general and marketing in particular (Di Domenico & Visentin, 2020; Kietzmann et al., 2020).”
From Deepfakes: Deceptions, mitigations, and opportunities (2023) · cites this paper as Di Domenico & Visentin, 2020
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References 42 · Cited by 77
- Authors
- Di Domenico, G., & Visentin, M.
- Affiliations
- University of Portsmouth, UK
- University of Bologna (IT)
- Venue
- International Journal of Market Research
- Publisher
- SAGE Publications
- Published
- 2020-06-26
- Volume
- 62
- Issue
- 4
- Pages
- 409-417
- ISSN
- 1470-7853 (ISSN-L)
- 2515-2173
- OpenAlex
- W3037830450
- Cited by
- 77
- References
- 42
- Citations by year
- 2026: 5 · 2025: 12 · 2024: 13 · 2023: 20 · 2022: 15 · 2021: 9 · 2020: 2 · 2013: 1
- FWCI
- 15.35
- Type
- journal article
- Language
- en
- Open access
- hybrid
- doi.org
- Locations
- International Journal of Market Research (publishedVersion, cc-by)
- ORCA Online Research @Cardiff (Cardiff University) (acceptedVersion)
- Archivio istituzionale della ricerca (Alma Mater Studiorum Università di Bologna) (submittedVersion, cc-by)
- Topics
- Social Sciences › Sociology and Political Science › Misinformation and Its Impacts
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
- Keywords
- fake news, marketing, consumer behavior, marketing strategy, marketing ethics, brand reputation, misinformation
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