Post by account_disabled on Feb 14, 2024 2:35:33 GMT -5
In the dynamic scenario of the digital age, misinformation has transcended political borders to subtly infiltrate our purchasing decisions, affecting the trust we place in brands. Although misinformation has received attention in fields such as political science, social psychology, information technology, and journalism studies, its influence on marketing and consumer perception is emerging as a critical area of study, according to The Conversation . Recent research, conducted by Giandomenico Di Domenico, Professor of Marketing and Strategy at Cardiff University, not only highlights the need to understand that brands must combat misinformation, but also the adverse consequences this has for their reputation and trust. of the consumer. In addition, it explores what actions brands can take to counteract this phenomenon. Beyond the false accusations Misinformation can manifest itself directly when it is intentionally directed at brands or products. Notorious examples include fabricated customer reviews or fake news campaigns aimed at undermining a brand's reputation. These overt attacks can have significant consequences, such as a drop in a company's stock price or loss of consumer trust. For example, the Target brand was falsely accused on social media of selling "satanic" children's clothing. These incidents demonstrate how direct misinformation can trigger a crisis of trust, affecting both brand perception and its financial results. However, beyond these obvious attacks, a less understood phenomenon emerges: indirect disinformation. This form of misinformation does not directly target specific companies, but is hidden in broader issues such as politics, social issues or health issues.
Constant exposure to false information about topics like the COVID-19 pandemic and politics can have a ripple effect, affecting consumer decisions in more subtle but equally impactful ways. For example, in late 2022, Eli Lilly's stock price fell 4.37% after a fake Twitter account posing as the pharmaceutical company falsely announced that it would be giving away insulin. Investors were misled and the company was forced to issue multiple statements to regain their trust. Brands must combat misinformation Brands and consumers at the crossroads Misinformation, whether direct or indirect, has consequences at both the Jordan Phone Number List brand and consumer levels. At the brand level, companies can be inadvertently linked to fake news websites through programmatic advertising, where automated technology is used to buy advertising space on these websites. Although misinformation itself may not directly affect brand trust, association with dubious websites can cast a shadow on attitudes toward brands, potentially affecting consumers' purchase intentions. Simultaneously, at the consumer level, indirect misinformation has a profound impact. It fosters confusion, doubt, and a general sense of vulnerability. Continued exposure to misinformation is linked to a decline in trust in traditional and mainstream media brands, which can lead consumers to become wary of all sources of information and even other consumers. Subconsciously influenced by misinformation, they could make different purchasing decisions and develop altered opinions about brands and products. This is how brands can act against misinformation Faced with the growing challenge of misinformation, brands find themselves in complex terrain where consumer integrity and trust are at stake.
Professor Giandomenico Di Domenico's research highlights the need for brands to not only understand the direct impacts of misinformation, but also adopt proactive strategies to address this phenomenon. Here are some crucial actions brands should consider to navigate this volatile terrain: 1. Transparent Communication: Transparency becomes a vital shield against misinformation. Brands must adopt clear and transparent communication, acknowledging errors when necessary and providing verifiable information. Openness strengthens the brand's relationship with consumers, building a foundation of trust resistant to misinformation. 2. Continuous Monitoring: Brands must implement constant monitoring systems to detect direct and indirect misinformation. This means being alert to mentions on social networks, fake news and smear campaigns. Proactive monitoring allows brands to quickly address any misinformation before it causes significant harm. 3. Consumer Education: Misinformation is fueled by a lack of knowledge. Brands can play an active role in educating consumers by providing resources and informational campaigns on how to identify and resist misinformation. Empowering consumers with the tools to discern the truth reinforces the brand's position as a champion of truth and authenticity. 4. Participation in Relevant Topics: Misinformation often hides in relevant topics such as politics, health or social issues. Brands can address this by authentically engaging on these issues, sharing accurate information, and contributing positively to public discourse. This participation not only builds trust but also positions the brand as an actor committed to the well-being of society. 5. Conscious Programmatic Advertising: At a brand level, associating with fake news websites through programmatic advertising can be detrimental. Brands need to be aware of where their ads appear and ensure they are aligned with ethical values and principles.
Constant exposure to false information about topics like the COVID-19 pandemic and politics can have a ripple effect, affecting consumer decisions in more subtle but equally impactful ways. For example, in late 2022, Eli Lilly's stock price fell 4.37% after a fake Twitter account posing as the pharmaceutical company falsely announced that it would be giving away insulin. Investors were misled and the company was forced to issue multiple statements to regain their trust. Brands must combat misinformation Brands and consumers at the crossroads Misinformation, whether direct or indirect, has consequences at both the Jordan Phone Number List brand and consumer levels. At the brand level, companies can be inadvertently linked to fake news websites through programmatic advertising, where automated technology is used to buy advertising space on these websites. Although misinformation itself may not directly affect brand trust, association with dubious websites can cast a shadow on attitudes toward brands, potentially affecting consumers' purchase intentions. Simultaneously, at the consumer level, indirect misinformation has a profound impact. It fosters confusion, doubt, and a general sense of vulnerability. Continued exposure to misinformation is linked to a decline in trust in traditional and mainstream media brands, which can lead consumers to become wary of all sources of information and even other consumers. Subconsciously influenced by misinformation, they could make different purchasing decisions and develop altered opinions about brands and products. This is how brands can act against misinformation Faced with the growing challenge of misinformation, brands find themselves in complex terrain where consumer integrity and trust are at stake.
Professor Giandomenico Di Domenico's research highlights the need for brands to not only understand the direct impacts of misinformation, but also adopt proactive strategies to address this phenomenon. Here are some crucial actions brands should consider to navigate this volatile terrain: 1. Transparent Communication: Transparency becomes a vital shield against misinformation. Brands must adopt clear and transparent communication, acknowledging errors when necessary and providing verifiable information. Openness strengthens the brand's relationship with consumers, building a foundation of trust resistant to misinformation. 2. Continuous Monitoring: Brands must implement constant monitoring systems to detect direct and indirect misinformation. This means being alert to mentions on social networks, fake news and smear campaigns. Proactive monitoring allows brands to quickly address any misinformation before it causes significant harm. 3. Consumer Education: Misinformation is fueled by a lack of knowledge. Brands can play an active role in educating consumers by providing resources and informational campaigns on how to identify and resist misinformation. Empowering consumers with the tools to discern the truth reinforces the brand's position as a champion of truth and authenticity. 4. Participation in Relevant Topics: Misinformation often hides in relevant topics such as politics, health or social issues. Brands can address this by authentically engaging on these issues, sharing accurate information, and contributing positively to public discourse. This participation not only builds trust but also positions the brand as an actor committed to the well-being of society. 5. Conscious Programmatic Advertising: At a brand level, associating with fake news websites through programmatic advertising can be detrimental. Brands need to be aware of where their ads appear and ensure they are aligned with ethical values and principles.