Decoding individual motivations and responses to misinformation: insights from thematic analysis

IF 9.6 2区管理学 Q1 BUSINESS Journal of Research in Interactive Marketing Pub Date : 2024-01-22 DOI:10.1108/jrim-09-2023-0312

Anubhav Mishra, Nishtha Malik, Anuja Shukla

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引用次数: 0

Abstract

Purpose

This research aims to explores consumers' motives and attitudes toward misinformation (fake reviews), its characteristics and its impact on individuals, brands and firms.

Design/methodology/approach

A thematic analysis was undertaken to meet the research objectives by analyzing qualitative data from in-depth interviews with a diverse sample (N = 48).

Findings

The findings indicate that altruism, impression management, matching ideologies, message appeal and perceived source power are the critical motivations for individuals to share misinformation. Misinformation leads to conflicts and avoidance among individuals and harms brand's reputation.

Originality/value

This study utilizes thematic analysis to extend and contribute to the literature on misinformation. The current research provides an overarching framework to decode the misinformation phenomenon for researchers and practitioners.

Practical implications

This study offers valuable insights to marketers to develop strategies to tackle the menace of false information to safeguard brand reputation.

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解码个人对错误信息的动机和反应：专题分析的启示

研究结果研究结果表明，利他主义、印象管理、匹配意识形态、信息吸引力和感知来源力量是个人分享错误信息的关键动机。错误信息会导致个人之间的冲突和回避，并损害品牌声誉。本研究为研究人员和从业人员提供了一个解读错误信息现象的总体框架。实践意义本研究为营销人员提供了有价值的见解，帮助他们制定应对虚假信息威胁的策略，以维护品牌声誉。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Research in Interactive Marketing BUSINESS-

CiteScore

17.80

自引率

17.10%

发文量

期刊介绍： The mission of the Journal of Research in Interactive Marketing is to address substantive issues in interactive, relationship, electronic, direct and multi-channel marketing and marketing management. ISSN: 2040-7122 eISSN: 2040-7122 With its origins in the discipline and practice of direct marketing, the Journal of Research in Interactive Marketing (JRIM) aims to publish progressive, innovative and rigorous scholarly research for marketing academics and practitioners.