Fake news and the willingness to share : a schemer schema and confirmatory bias perspective

Purpose: The purpose of this paper is to present a theory of how corporations and brands can address the prevalence of fake news. A matrix is proposed to examine how the transparency of the motivation of the communicator disseminating fake news interacts with how well the content of the fake news coincides with a consumer’s previously held bias. Design/methodology/approach: A dichotomy is presented examining the role of “Schemer’s Schema” transparency by confirmatory bias. Findings: Consumers will react differently to fake news depending on their “schemer schema” and the source of the information, as well as the believability of the story based on already existing beliefs. Research implications/limitations: This paper provides readers with a strategy to address the prevalence and reality of fake news. The purpose of this paper is theoretical in nature. While this manuscript lays the foundation for future empirical studies, said studies have not been conducted. Further, given the ever-changing nature of fake news dissemination this manuscript provides a picture at a specific time and place. Practical implications: This manuscript provides insights for brand managers who are forced to address fake news. Originality/value: This manuscript provides marketers with a strategy to better address fake news for organizations and brand.