FAKE NEWS AND CONSUMER BEHAVIOR

Abstract

Over the past few decades, society has made continuous use of the Internet and social media. People all over the world spend a certain time of their lives connected to social networks, making them a channel of communication and social relationship. As a reflection of this interrelation, changes in behavior and interaction between various communities are perceived, thus making the spread of news rapid. Given the large volume of content available, the phenomenon of fake News among social media users has been growing, thus affecting political campaigns, information about reality and consumer behavior, concerning the products and brands they consume. This research approached how fake news impacts consumer perception and behavior regarding the products and brands they consume. This correlation is studied under the aspect of the variation of this perception by different age groups, focusing on the discussion of how older people are impacted by this fake news, how and why they share it, and how organizations should act, not only to minimize its impacts but also to empower these consumers to deal with the consequences of fake news, distinguishing them and promoting their clarification. This theoretical essay seeks to fill gaps in the literature. It contributed to Marketing studies by shedding light on a topic that is still little addressed in the area. A variety of people, of various age groups, are subject to fake News, however, it is noticed that older people are more likely to consume and share fake news, due to several factors, among them, lower academic education and later insertion into the digital world. The phenomenon of fake News is the subject of research, but the literature is still incipient. However, new studies are presented to try to explain this aspect of social media.