Researchers from UBB analyzed how false information affects consumer trust in brands, highlighting the role of influencers in combating cynicism.

A team of researchers from Babeș-Bolyai University in Cluj-Napoca conducted a study investigating the influence of false information about products on consumer behavior, especially in the context of advertising on social media. The study, conducted on a sample of 497 Romanian users aged between 18 and 34, shows that fake news generates cynicism and erodes trust in brands. Although this cynicism can amplify reputational risks for companies, trust in credible influencers can mitigate negative effects.

Researchers recommend that marketing specialists invest in quality advertising content that builds a trust-based relationship with consumers. Ethics and transparency in collaborations with influencers are essential, and campaigns should prioritize informing and creating an authentic emotional connection. The study emphasizes that, in the era of misinformation, building trust is crucial for brand success, and quick reactions to false content are necessary to protect their reputation. The results of the study were published in the journal Computers in Human Behavior.