Abstract
Imagine scrolling through social media and coming across a sensational yet unsettling post about a company you trust. You might question its credibility – perhaps it’s fake news? – but since someone in your network shared it, doubt creeps in. Would you believe it? Would it change how you perceive the company? The answer isn’t straightforward. Even if you suspect the news is false, it may still influence your perception and relationship with the company, according to our study. When approching fake news targeting businesses, we asked ourselves: Should companies be concerned? And if so, when? Most academic research on fake news has focused on broad societal issues, such as the infopandemic during the COVID-19 or its impact on political elections. We turn our attention to businesses to offer timely insights into how they can counteract fake news, which has the potential to disrupt corporate reputations significantly.