A CONCEPTUAL MODEL TO PROTECT BRAND REPUTATION FACING ” FAKE NEWS”

This study aims to explore the nature and impact of Fake News on brands and their customers, identify different categories of Fake News, and propose a conceptual model for companies to protect their brand reputation and mitigate the effects of Fake News. The research focuses on the managerial approaches and methodologies that brands can adopt to counter Fake News and safeguard their reputation in the digital era. A comprehensive literature review examines existing studies on Fake News, brand management, and the impact of Fake News on brands and consumers, highlighting the gaps in the literature. The review defines and categorizes Fake News, explores techniques for detecting and mitigating it, and investigates the relationship between Fake News and brand management. The findings reveal a lack of research on the managerial strategies for brands to tackle Fake News effectively. The study emphasizes the importance of developing proactive measures to detect and counter Fake News, as well as building resilience against Fake News attacks. By addressing these gaps, the study aims to contribute to the development of effective strategies for brands to navigate the challenges posed by Fake News in the digital media landscape.