How Truthiness, Fake News and Post-Fact Endanger Brands and What to Do About It

Abstract

Brands can interact both directly and indirectly with fake news. In some instances, brands are the victims of fake news and, other times, the purveyors. Brands can either finance fake news or be the targets of it. Indirectly, they can be linked via image transfer, where either fake news contaminates brands, or brands validate fake news.

Keywords

• Brand Management
• Brands as Processes
• Truthiness
• Post-fact
• Fake News