The news is a public good and needs to be handled with care and integrity. Even though lies and misinformation campaigns have been around for years—maybe since the dawn of journalism—the rate at which fake news is being spread these days is both alarming and preposterous. Almost every institution—public or private—uses fake news to further its own agenda. Governments and corporate houses spread fake news either through their own agencies or by influencing the popular media. In the business sector, fake news manifests itself in the form of exaggerated company returns and false data.
This book analyses the impact of fake news both on products and personalities. Foregrounded in rigorous research, it examines how fake news is used by companies, political parties, and leaders to create, amplify, and even tarnish a brand’s image and equity. It emphasizes how the customers’ perception of a brand impacts and influences its reputation, and acts as a decisive force in them gaining or losing competitive advantages. Elucidating how brands can interact both directly and indirectly with fake news, it brings to the readers’ notice how sometimes brands are the victims of fake news and other times, the purveyors.
Imprint: Penguin Business
Published: Nov/2023
ISBN: 9780143461319
Length : 296 Pages
MRP : ₹399.00
This November, dive into a treasure trove of stories, from leadership sagas to thrilling investigations. Unearth the secrets of self-discovery and delve into exciting adventures. The perfect gift for any bookworm? #GiftAPenguin book from these November releases that are bound to delight! Fake News analyses the impact of fake news both on products and […]