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Disinformation achieved its goal. It shook faith in official sources, and destabilized conventional forms of communication.One would think that only politics is being influenced by fake news and its result, uncertainty. But it infiltrates into everyday lives and reinforces unconscious bias. Because nothing can be trusted that comes from an official source.Our latest studies will serve as perfect examples to show the invisible influence of disinformation – from destroying the perception of a soft drink brand to fading the results of conventional market research.Disinformation has an impact everywhere – because, hey, no trust, no business.