Institutional Advertising in the Face of COVID-19 Hoaxes: Strategies, Messages and Narratives in the Spanish Case

Pérez-Seoane, Jesús; Valencia, Juan Manuel Corbacho

doi:10.1007/978-981-16-5792-4_25

Cited by 3 publications

(3 citation statements)

References 8 publications

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“…While commentaries and opinions are not necessarily fake news, they are based on the author's personal beliefs and experiences. This makes them subjective to their ideologies and knowledge, which can spread misinformation [35,36]. For example, commentaries and opinions are often polarized and sensational but not backed by evidence.…”

Section: Commentaries and Opinionsmentioning

confidence: 99%

Fake News in Marketing

Silva¹,

Rosário²,

Gestoso³

et al. 2023

Preprint

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Fake news was conventionally assumed to mean fabricated information published in newspapers and other mass media. It was mostly done to increase the paper's sales and was unlikely to have long-term impacts on society. Fake news in marketing concerns intentionally delivering false or misleading information regarding a product or service to influence consumer behavior. Despite the severity of these impacts, we noted that there is very little scientific research on fake news in marketing and consumer behavior. This systematic literature review (LRSB) aims to bridge this knowledge gap by searching and analysing relevant publications on "fake news in marketing" and synthesising data from 117 relevant studies, providing a framework for marketers and business leaders to reduce the spread and impact of online misinformation. The main highlights identify that the implementation and use of social media, shaping a presence on the internet, diffusion, and consumption of fake news have become a serious challenge and a dominant problem in the marketing sector, especially with the growth of digital marketing. Strategically, fake news spread can be categorized into various types, and the use of these tactics can produce short-term benefits such as increased engagement and instant sales, but they can also have severe long-term costs such as reputational damage, loss of revenues and market share, and discouraged investors and shareholders.

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Section: Commentaries and Opinionsmentioning

confidence: 99%

Fake News in Marketing

Silva¹,

Rosário²,

Gestoso³

et al. 2023

Preprint

View full text Add to dashboard Cite

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“…Facts show that the rapid spread of hoaxes comes from reliable information, resulting in a very complex problem [37], [75], [76]. Many people are getting active access to COVID-19 and health-related information during this pandemic period, causing increased anxiety levels due to the incorrect information from social media [70], [71], [73]. This affects the government's ability to reduce illness and death from the disease due to people's wrong beliefs about the virus [14], [77].…”

mentioning

confidence: 99%

Hoax behavior tendencies among Indonesian students: An analysis during the COVID-19 pandemic

Afdal

Fikri

Neviyarni

et al. 2023

IJERE

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<span lang="EN-US">The objective of this study was to analyze the hoax behavior tendencies among Indonesian students during the pandemic, viewed from the aspects of analytical thinking, basic science knowledge, trust in news sources, satisfaction, and action. A total of 633 male and female students from Indonesian universities were sampled used a simple random sampling technique. Data were collected through the hoax tendency behavior scale (HTBS) on 30 questions using a Likert scale. Then, the data were analyzed descriptively to evaluate the hoax behavior tendencies in adolescents during the pandemic, which the results revealed to be in the medium category. Therefore, the analytical thinking skills of adolescents need to be improved, as 31.75% and 2.53% were in the low and very low categories. The study showed that adolescents with an average age of 20 years spreading hoaxes were motivated by basic knowledge of science, trust in news sources, satisfaction, and action. However, there was no significant influence of gender, parental income, and areas of residence, such as rural, urban, and suburban, on those that exhibit hoax behaviors.</span>

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“…A raíz de esto, se puede observar que se tuvo que realizar cambios significativos en la publicidad, lo que permitió codificar la perspectiva de las estrategias de las campañas publicitarias (Komarova et al, 2021). Una de estas estrategias fue el uso de las redes sociales para informar al público en general sobre los cuidados necesarios para prevenir COVID-19 y transmitir las campañas de vacunación cumpliendo, de esta manera, uno sus objetivos principales: informar a la opinión pública (Pérez-Seoane & Corbacho-Valencia, 2021). Un ejemplo claro es la comunicación gubernamental llevada a cabo por el gobierno de España mediante la difusión de contenido en Facebook y Twitter, como parte de su estrategia online para abordar la crisis de información (Castillo-Esparcia et al, 2020).…”

Section: Introductionunclassified

Más que un like: Percepciones de los jóvenes adultos en la campaña "VacunaFest" de Instagram.

Villavicencio Domínguez

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Este estudio analiza las percepciones de jóvenes de 21 a 29 años sobre la publicidad estatal en la campaña "VacunaFest" en Instagram durante 2021. Se realizaron entrevistas semiestructuradas mediante muestreo de bola de nieve a 20 jóvenes limeños vacunados en lugares específicos. Los resultados destacan la adaptabilidad de la publicidad gubernamental al informar y persuadir a jóvenes sobre la importancia de cuidar su salud durante la pandemia. Durante la distribución de vacunas, el Estado implementó la campaña "VacunaFest" en redes sociales, con un enfoque festivo evidenciado por disfraces y música animada, creando un ambiente alegre que incentivó la participación y concienciación sobre la vacunación. La combinación de frases y contenido creativo en redes sociales facilitó la conexión e interacción activa, aprovechando la familiaridad del lenguaje y la participación de personas disfrazadas para amplificar el alcance y la respuesta en línea. La investigación proporciona información para mejorar la comunicación gubernamental y fortalecer la conexión con un segmento más joven en el entorno digital. La presencia del Estado en plataformas como Instagram no solo representa una estrategia de comunicación, sino que también establece un canal directo con los jóvenes, usuarios activos de estas redes sociales.

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Institutional Advertising in the Face of COVID-19 Hoaxes: Strategies, Messages and Narratives in the Spanish Case

Cited by 3 publications

References 8 publications

Fake News in Marketing

Fake News in Marketing

Hoax behavior tendencies among Indonesian students: An analysis during the COVID-19 pandemic

Más que un like: Percepciones de los jóvenes adultos en la campaña "VacunaFest" de Instagram.

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