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Journal Articles
Journal of Product & Brand Management (2020) 29 (2): 168–179.
Published: 28 August 2019
... is to provide a more advanced understanding of the underlying processes that contribute to the spread of health- and beauty-related rumors and of the mechanisms that can mitigate the risks associated with the diffusion of fake news. Design/methodology/approach By adopting denialism as a conceptual lens...

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