Fake news diffusion on digital channels: An analysis of attack strategies, responsibilities, and corporate responses

In recent years, the phenomenon of fake news has aroused a growing interest in the academic debate because of its capability to easily spread among digital channels, such as social media platforms, and reach and deceive an increasingly large target of digital users. In this scenario, fake news threatens the credibility of organizations, their products and services, the trust relationship between organizations and consumers, as well as the organizations internal community. Nowadays, organizations are subject to the risk of losing the control of their corporate communication strategies due to phenomena such as the spread of fake news. Hence, although in academic literature there is a growing interest about the impact of fake news, scholars agree that more research is needed to provide a better understanding of the fake news phenomenon. Indeed, hereto no study has focused on how fake news attacks the corporate reputation with reference to the different phases of the fake news life cycle. The aim of this PhD thesis is threefold: (1) to investigate how fake news, during its life cycle, attacks corporate reputation; (2) to identify the key actors involved in the stemming process of fake news and their role; (3) to identify the more effective response strategies of organizations threatened by fake news. To achieve the aim of this exploratory research, a mixed-method approach was adopted. In particular, a qualitative content analysis was conducted on a database of 454 fake news headlines; four longitudinal case studies were analyzed; a survey on a sample of Italian citizens was conducted to investigate their perception and the more effective response strategies of the organizations attacked by fake news. Findings of this research identify two types of borrowed credibility on which fake news leverages and two thematic clusters that characterize them. By crossing these dimensions, four different ideal types of fake news attack strategies emerged. Moreover, the results of this research highlight the weakness of the role of fact checkers, which are unable to access the filter bubbles in which fake news rapidly spreads – fact checkers and fake news branch out on two parallel channels, without crossing each other, and reaching different targets, by representing an ethical challenge for digital platforms such as social media. Finally, the findings of the survey show that it is a widespread and prevailing opinion between Italians that openness and transparency should be the key values of the response strategies. As a matter of fact, the clear answer from the survey respondents is that the best response strategy for the organization attacked by fake news is to be available in providing timely information.