Providing a dynamic model of fake news during the outbreak of Covid-19 with respect to brand equity components

Document Type : Research Paper

Authors

1 Department of Management, Department of Management, Torbat_e_Heydariye Branch, Islamic Azad University, Torbat_e_ Heydariye, Iran.

2 Department of Management, Torbat-e Heydarieh Branch, Islamic Azad University, Torbat– e Heydarieh, Iran (‌Visiting Professor) and Professor of Industrial Management, Ferdowsi University of Mashhad, Mashhad, Iran. (Corresponding Author)

3 Department of Management, Torbat_e_Heydariye Branch, Islamic Azad University, Torbat_e_ Heydariye, Iran(Visiting Professor) and Assistant Professor of Business Management, Tabaran Institute of Higher Education, Mashhad, Iran.

4 Department of Management, Torbat_e_Heydariye Branch, Islamic Azad University, Torbat_e_ Heydariye, Iran.

Abstract

Introduction: The existence of social media and networks has accelerated the growth of fake news. Spreading fake news, especially in connection with the prevalence of Covid-19, can lead to serious losses such as the loss of current customers, their move to competitors, devaluation of stocks and the credibility of a brand, and organizations have to bear heavy costs to fight Pay with this news. The aim of this study was to provide a dynamic model of fake news during the outbreak of Covid-19 with respect to brand equity components.
MethodsThe present study is applied research in terms of purpose; Because it seeks to show the effects of fake news feedback on brand equity and its agents. This research is also based on the nature of the mixed data; In this research, the system dynamics method is used to understand and analyze the variables.
Results: The results of this research are shown in the form of a causal diagram of the effect of fake news on brand equity components, a brand equity causal diagram and components affecting brand equity.
Conclusion: The results of this study can increase the insight of marketing managers and help them make decisions to improve brand equity. In line with the results of this research, marketing managers should minimize the ways of spreading fake news.

Keywords

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medical journal of mashhad university of medical sciences
Volume 64, Issue 5
March and April 2022
Pages 3889-3901

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