Fake news and the willingness to share: a schemer schema and confirmatory bias perspective

Kelly Weidner, Frederik Beuk, Anjali Bal

Research output: Contribution to journalArticlepeer-review


The purpose of this paper is to present a theory of how corporations and brands can address the prevalence of fake news. A matrix is proposed to examine how the transparency of the motivation of the communicator disseminating fake news interacts with how well the content of the fake news coincides with a consumer’s previously held bias.

Original languageAmerican English
JournalJournal of Product and Brand Management
StatePublished - May 6 2019


  • Marketing

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