| Title |
Consumers’ online brand-related misinformation engagement: a weapons of influence perspective / |
| Authors |
Hollebeek, Linda Desiree ; Parts, Oliver ; Urbonavičius, Sigitas ; Riisalu, Rein ; Adomavičiūtė-Sakalauskė, Karina ; Jansson, Johan |
| DOI |
10.1080/0965254X.2024.2380657 |
| Full Text |
|
| Is Part of |
Journal of strategic marketing.. Abingdon : Taylor & Francis Ltd.. 2024, Early Access, p. [1-20].. ISSN 0965-254X. eISSN 1466-4488 |
| Keywords [eng] |
misinformation ; consumer engagement ; brands ; Cialdini's weapons of influence ; marketing strategy |
| Abstract [eng] |
While misinformation has been around for centuries, the effects of online brand-related misinformation on consumers’ engagement remain tenuous. Addressing this gap, we develop the concept of online brand-related misinformation engagement, a consumer’s (e.g. cognitive/emotional) resource investment in their interactions with misinformation about brands. Recognizing the persuasive nature of misinformation, we draw on Cialdini’s Weapons of Persuasive Influence to develop a typology comprising three positively valenced online brand-related misinformation engagement sub-types (i.e. reciprocal, social proof-, and consistency-based misinformation engagement), and three negatively valenced online brand-related misinformation engagement sub-types (i.e. repudiating, thwarting, and oppositional misinformation engagement). We then develop a Weapons of Influence-informed model that outlines the effect of online brand-related misinformation authority and scarcity on consumers’ brand-related misinformation evaluation (liking), and its subsequent effect on their positive or negative online brand-related misinformation engagement, respectively. While consumers’ positive online brand-related misinformation engagement is predicted to yield online misinformation continuation or -intensification, its negative counterpart will generate online misinformation adjustment or -correction. |
| Published |
Abingdon : Taylor & Francis Ltd |
| Type |
Journal article |
| Language |
English |
| Publication date |
2024 |
| CC license |
|
