Answered: According to a 2019 study conducted by…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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According to a 2019 study conducted by University of Baltimore Economics Professor Roberto Cavazos, the spread of false and misleading messages online costs the global economy an estimated $78 billion each year. The bulk of this loss comes from stock market volatility stemming from financial disinformation campaigns, but the widespread proliferation of misinformation has also forced companies and organizations to increase spending on reputation management, brand safety, employee health and wellness, and crisis communication efforts. Misinformation campaigns, which use false and misleading information to harm a person, group or organization, damage relationships and erode public trust. But for many in the digital marketplace, the production and distribution of misinformation can be a lucrative business. During the lead-up to the 2016 United States presidential election, the individuals behind fake news sites earned thousands through programmatic and pay-per-click advertising. According to this piece on #PRsay, misinformation can impact your bottom line. Check out how companies and communicators can invest in the fight against misinformation >> bit.ly/3gGVtl8

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