A high-speed world with fake news: brand managers take warning

Abstract

Purpose

In an increasingly dangerous era for brands because of the emergence of fake news on the internet, brand managers need to know what is happening with fake news. This study aims to present perspectives on how to cope in an era of fake news.

Design/methodology/approach

The author provides a general review of fake news and what its sudden rise means for brand managers.

Findings

The study highlights the importance of context for news and the role of institutions, such as businesses and governments. The study calls brand managers to slow down in the high-speed world of the infosphere to preserve the integrity of their brands.

Research limitations/implications

The study is limited by its time frame as the internet continues to evolve. However, for times when fake news presents a threat to brands and other institutions, the study is relevant.

Practical implications

Brand managers need to slow down their activity levels just as savvy readers need to slow down their own reading on the internet. By doing this, brand managers will be better able to defend their brands in an era characterized by volatility, uncertainty, complexity and ambiguity (VUCA).

Social implications

The study suggests that resistance to fake news and its pernicious effects can be improved by taking an approach to processing content on the internet characterized by the scientific method. In this way, a context for news can be derived and fake news can be identified. In this way, societal trust can be improved.

Originality/value

This study is original because it analyzes the implications of fake news for brand managers and presents the most workable steps for identifying fake news.

Citation

Peterson, M. (2020), "A high-speed world with fake news: brand managers take warning", Journal of Product & Brand Management, Vol. 29 No. 2, pp. 234-245. https://doi.org/10.1108/JPBM-12-2018-2163