We are in an era of massive disruptions in markets, media, management approaches and business models. These disruptions are being caused by rapid technological changes on the one hand and tectonic shifts in customer preferences and societal behaviour on the other. Marketing knowledge and practices have to advance at a significantly higher pace to address the changing context of market behaviour. Handbook of Advances in Marketing in an Era of Disruptions is meant to share ideas and new knowledge that are relevant to this world of disruptions. Leading scholars from around the world, who have keenly observed the changing market environment, business policies, parameters, theories, methods and practices, have put forth their theses on how marketing thinking needs to evolve to keep pace with the market reality.

Chapter 29: Can Brand Custodians Cope with Fake News? Marketing Assets in the Age of Truthiness and Post-fact*

Can Brand Custodians Cope with Fake News? Marketing Assets in the Age of Truthiness and Post-fact*
Can brand custodians cope with fake news? marketing assets in the age of truthiness and post-fact
Pierre R. Berthon Ivan Fedorenko Leyland F. Pitt Sarah Lord Ferguson
Abstract

Fake news has received considerable attention in the media, recently. While fake news has been around since our early human ancestors, advances in technology and social media have ensured that it can spread far more rapidly and have far greater reach than in the past. We focus on two key concepts: truthiness (the belief or assertion that a particular statement is true, based on the intuition or ...

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