Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2023 Annual

Third-Person Perception of Fake News: Is it Consequential for Brands?

Published: May 24, 2023


Ipek Nibat Cayrol, Grenoble Ecole de Management & USMB IREGE; Robert Mai, Grenoble Ecole de Management; Olivier Trendel, Grenoble Ecole de Management


Fake news not only endangers democracy and civilizations, but it also has impacts on the marketing and consumer environment. However, some individuals reject this impact, believing they are less prone to fake news than others, called Third-Person-Perception (TPP). Despite considerable investigation on the antecedents of TPP, primarily in political spheres, the consequences of TPP are either scarcely examined or produce contradictory results in terms of being detrimental or beneficial, with a lack of evidence for its downstream marketing outcomes. Authors address this issue by examining TPP in fake news denigrating brands. Three studies show that there is TPP in fake business news, but it could be a substance rather than a bias, having no negative consequences on brand attitudes. On the contrary, results suggest that encouraging TPP with fact-checking is helpful for brands as it reduces fake news sharing intentions.