Misinformation and the Dynamics of Trust: A Behavioural Model of the Effects of Fake News on Consumer Decisions
Author:Sorina-Geanina Stănescu, Anișoara Duică, Constantin Aurelian Ionescu, Mircea Constantin Duică, Georgiana-Tatiana Bondac and Simona Aurelia Bodog
JEL:D83, D91, M31.
DOI:10.24818/EA/2026/73/978
Keywords:fake news, misinformation, brand trust, consumer behaviour, information credibility, purchase intention.
Abstract:
The study analyses the impact of exposure to fake news on consumer behaviour in the digital environment by investigating the relationships among information credibility assessment, brand trust, brand loyalty, and purchase intention, with a focus on media literacy as a cognitive protection mechanism. The research is grounded in the information economy and the Stimulus-Organism-Response framework and uses an explanatory quantitative approach. The data were collected via questionnaire from 294 active online consumers and analysed using PLS-SEM structural modelling.
The results highlight that exposure to fake news significantly influences the assessment of information credibility and media literacy, suggesting the activation of mechanisms of cognitive vigilance and selective verification of brand information. Assessing the credibility of information and media literacy contributes positively to building trust in the brand, and trust in the brand is emerging as a central determinant of loyalty and purchase intent. The study contributes to the literature by highlighting that exposure to fake news can activate adaptive cognitive responses, and that media literacy plays an essential role in filtering information and strengthening consumer resilience.