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Managing disinformation and its impact on brand equity – a study of the impact of fake news on motoring brand perceptions in South Africa
Mini Dissertation (MBA)--University of Pretoria, 2020.
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| Format: | Thesis |
| Language: | English |
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University of Pretoria
2021
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| _version_ | 1867613649505353728 |
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| access_status_str | Open Access |
| author2 | Matlala, Silas |
| author_browse | Matlala, Silas |
| author_facet | Matlala, Silas |
| collection | Thesis |
| dc_rights_str_mv | © 2020 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
| description | Mini Dissertation (MBA)--University of Pretoria, 2020. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/79598 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:39:30.213Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2021 |
| publishDateRange | 2021 |
| publishDateSort | 2021 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/79598 Managing disinformation and its impact on brand equity – a study of the impact of fake news on motoring brand perceptions in South Africa Matlala, Silas ichelp@gibs.co.za Ledwaba, Amohelang UCTD Mini Dissertation (MBA)--University of Pretoria, 2020. The rising use of social media has presented brand managers with a tool to connect with customers and build brands using new avenues beyond traditional media. However, rising incidents of fake news threaten these efforts as they enable a rapid dissemination of negative information about brands using these very social media platforms. Using an experimental design, this study seeks to understand how fake news impacts brand equity through a customer-based brand equity lens and how organisations should respond. While confirming previous work on managing brand crises and the use of social media, this study also finds that there are contradictions with our current understanding of the benefits of brand equity in times of crisis as relates to disinformation. Strong brands are more negatively impacted by disinformation in comparison to weak brands. The study also finds that where weak brands have been able to rely on user-generated content to promote their brand, this does not hold in the case of fake news. For brand managers, disinformation presents a new crisis that requires a mix of both traditional and new strategies to mitigate the impact this can have on brand equity. pt2021 Gordon Institute of Business Science (GIBS) MBA Unrestricted 2021-04-22T10:33:14Z 2021-04-22T10:33:14Z 2021/04/14 2020 Mini Dissertation Ledwaba, A 2020, Managing disinformation and its impact on brand equity – a study of the impact of fake news on motoring brand perceptions in South Africa, MBA Mini Dissertation, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/79598> http://hdl.handle.net/2263/79598 en © 2020 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | UCTD Managing disinformation and its impact on brand equity – a study of the impact of fake news on motoring brand perceptions in South Africa |
| title | Managing disinformation and its impact on brand equity – a study of the impact of fake news on motoring brand perceptions in South Africa |
| title_full | Managing disinformation and its impact on brand equity – a study of the impact of fake news on motoring brand perceptions in South Africa |
| title_fullStr | Managing disinformation and its impact on brand equity – a study of the impact of fake news on motoring brand perceptions in South Africa |
| title_full_unstemmed | Managing disinformation and its impact on brand equity – a study of the impact of fake news on motoring brand perceptions in South Africa |
| title_short | Managing disinformation and its impact on brand equity – a study of the impact of fake news on motoring brand perceptions in South Africa |
| title_sort | managing disinformation and its impact on brand equity a study of the impact of fake news on motoring brand perceptions in south africa |
| topic | UCTD |
| url | http://hdl.handle.net/2263/79598 |