Table 3. Suggested research questions... | Emerald Publishing

Table 3.

Suggested research questions for future research

Domain	Topic
Marketing
Conceptualization	– What is the native definition of fake news in marketing?
Ethics	– What are the ethical duties and responsibilities of marketers toward fake news? – is it ethical to harvest attention by using unharmful fake news (satire, humor, etc.)? – what types of marketing communication can be considered as fake news (paid advertisement, fabricated content, partial discloser, etc.)?
Communications	– How marketing communication can use corrective information to diminish the effects of fake news? – what is the role of social influencers in spreading fake news? – how online fake news affects modern forms of marketing such as affiliate marketing?
Branding	– What are the effects of fake news on brand loyalty, willingness to purchase brands, brand recommendation, etc.? – what is the future of branding in the world of crowd sourced information consumption?
Consumer behavior
Consumers as individual	– how individuals evaluate received marketing information based on their context (Webpage, native ads, context, etc.) – how fake news in product category or brands primes consumers’ minds in future evaluation? – is fake news gender, education, social class and socioeconomic related?
Consumer as social media user	– how individuals, under the influence of echo chambers, bubble filters and social media algorithms, shape their attitudes toward brands? – what are the motivations to share fake news on social media? – how marketing social media voice might enable and encourage fake news?

Domain	Topic
Marketing
Conceptualization	– What is the native definition of fake news in marketing?
Ethics	– What are the ethical duties and responsibilities of marketers toward fake news?– is it ethical to harvest attention by using unharmful fake news (satire, humor, etc.)?– what types of marketing communication can be considered as fake news (paid advertisement, fabricated content, partial discloser, etc.)?
Communications	– How marketing communication can use corrective information to diminish the effects of fake news?– what is the role of social influencers in spreading fake news?– how online fake news affects modern forms of marketing such as affiliate marketing?
Branding	– What are the effects of fake news on brand loyalty, willingness to purchase brands, brand recommendation, etc.?– what is the future of branding in the world of crowd sourced information consumption?
Consumer behavior
Consumers as individual	– how individuals evaluate received marketing information based on their context (Webpage, native ads, context, etc.)– how fake news in product category or brands primes consumers’ minds in future evaluation?– is fake news gender, education, social class and socioeconomic related?
Consumer as social media user	– how individuals, under the influence of echo chambers, bubble filters and social media algorithms, shape their attitudes toward brands?– what are the motivations to share fake news on social media?– how marketing social media voice might enable and encourage fake news?