This document discusses the sharing of fake information on social media. It notes that fake information is shared for quick publicity, criminal intentions, or to generate controversy. Many people share fake news because they believe it is genuine due to how messages are crafted or their lack of media literacy. Fake information is often shared to warn others of health or financial risks or with people who share similar interests or can be influenced. However, consumers often do not check the authenticity of information they receive, which allows fake news to spread. An experiment showed how quickly and widely fake news about a classmate getting married was shared and believed on social media.

1. FAKE
INFORMATION
&WORD-OF-
MOUTH
BEHAVIOR
GROUP 10

2. EXAMPLES OF FAKE
INFORMATION

3. A LOOK AT FB

4. IN THE CONTEXT OF MARKETING

5. CATEGORIES –PRODUCT &MEDIUM
■ PRODUCT
■ MEDIUM

6. SURVEY
CONDUCTED

7. WHY IS SUCH INFORMATION SHARED?
■ Quick Publicity (With the rise of Social Media, messages are spread in no cost)
■ Criminal Intentions (To tap in gullible people to steal from them or instigate
violence)
■ Anti Social Feelings (To generate chaos and confusion based on religious choices
or political opinions)
■ Large number of people think it is genuine
– Messages are crafted in such a way that they sound authentic or they carry
connotations that make them believable
– Technology has now reached even rural parts of the world where there may or
may not enough literacy and awareness

8. WHY AND TO WHOM DO PEOPLE
SHARE SUCH INFORMATION?
■ When the customers are convinced about the value proposition offered by the
product
■ When the people do not question the credibility of the source and forward it
unknowingly
■ If the message concerns physical hygiene, they want all their near and dear ones to
know recent example: Coronavirus
■ If the message is related to finances, they don’t want to waste time and take
speedy action recent example: Paytm
■ They share it with people sharing the same interest or to people who they can
influence

9. AUTHENTICITY OF MISLEADING
INFORMATION
■ DO CONSUMERS CHECK FOR AUTHENTICITY?
Unreal discounts. ...
Flimsy packaging. ...
Grammatical & spelling mistakes. ...
Fake websites. ...
Poor quality of products. ...
Omissions & mismatch. ...
Flawed fonts, logos. ...
No contact details.
■ MOTIVE – ALTRUISM, OPINION LEADER, BLIND TRUST

10. EXPERIMENT CONDUCTED
■ Sharing fake news about group mate Sundar getting married
■ #gettinghitchedsoon
■ Reach -110 people
■ Responses- 56

12. REACTIONS

14. THANK YOU