The aim of this study is to explore the effects of fake news on consumers’ brand trust in the food security context. The starting point of our research is the finding that issues related to food security cannot be addressed without the contribution of multinational food corporations. The efficiency of their intervention depends on their capacity to build and preserve their brand trust despite the multifarious fake news stories that contaminate the information flow. Is brand trust sensitive to fake news? (...) In some cases, the spread of fake news in mass media and social media negatively affects food companies. In other cases, consumers’ trust remains relatively unchanged. These ambivalent reactions give us good reason to assess whether consumers’ exposure to negative fake news influences their trust in international food brands. Using a one-group pretest-posttest research design, we found that the effects of fake news on consumers’ brand trust are predominantly negative, but in a few cases, these effects can be neutral or positive. These results could be useful for PR and marketing researchers and professionals interested in fake news phenomena and brand trust because they shed light on the real threat fake news represents for multinational food companies. (shrink)

In a rather long piece which an exhibition catalog has called „catholic propaganda”(Busch & Maisak, 2013, p. 342), Guido Görres reflected on madness and art, using Kaulbach’s iconic 1835 drawing of asylum inmates (Das Narrenhaus) as pretext. Görres wrote of “this hospital of the human spirit (…), this charnel ground of the living, who like specters roam, wearing on their foreheads the faded and almost illegible traces of their former names.”1(1836, p. 9). Overdramatic prose, but unlikely to strike one as (...) unprecedented. If anything, it has long been customary to exhibit a mix of fascination and revulsion when discussing the institutions which in the past two centuries at the same time sheltered and shattered those deemed mentally ill. (shrink)