Consumers trust brands that fight “Fake News” more, according to study

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  1 Fake news can be understood as a type of content that seeks to spread false or out of context information.

  2 To a large extent, it is Internet users who have the power to viralize or contain this type of content, which can usually be created with the intention of misinforming.

  3 Within the national territory, the vast majority of Mexicans trust companies more than the government and the media.

  4 Consumers trust brands that combat “Fake News” more, according to study

  Fake news can be understood as a type of content that seeks to spread false or out of context information.

• To a large extent, it is Internet users who have the power to viralize or contain this type of content, which can usually be created with the intention of misinforming.

• Within the national territory, the vast majority of Mexicans trust companies more than the government and the media.

Within the current context, digital conversion has become the great window of opportunity that society has to be able to express and publicize all kinds of situations and experiences, an aspect that has encouraged Internet users to have a great impact within the brands, because it is thanks to the comments that the firms obtain organic feedback, as indicated by a recent study that establishes that consumers, they trust more in those brands that directly combat “Fake News”.

Before continuing, it can be established that Fake News, can be understood by their translation into Spanish, as “Fake News”, which are contents that are not true or that have been taken out of context, a phenomenon that can be said to have occurred since the human being communicates, being a clear example of this, gossip, although fake news, differs from these, being a content that can gain a wide virality within the network. That is why it must be taken into account that fake news plays an important role in disinformation.

However, it must be taken into account that it is thanks to the digital community itself, which This type of information can be contained or viralized, Well, with a digital community of just over 4,950 people around the world, the corroboration of information has become as complicated as it is effective, since everything depends on the capacity and credibility of who gives the news, but above all on Internet users and the way they navigate the growing sea of ​​information.

Consumers trust brands that combat “Fake News” more, according to study

Such is the impact of misinformation that data provided by Edelman, within its most recent Trust Barometer 2023 annual studyit was revealed that people trust companies more than the government, since it is noted that firms are perceived by Mexicans as the most competent and ethical institutions, obtaining a trust advantage of more than 66 points over the government , in terms of competence and at least 39 points in terms of ethics.

In the same way, edelmann warns that in recent years, there has been an increase in confidence in companies of at least 12 points, while the government and the media remain in the red in terms of credibility and ethics; however, an increase of at least 4 points in terms of trust in the media was registered in recent months.

In the same way, DoubleVerifypoints out in a recent study that just over 82 percent of national consumers value brands that directly combat fake news more, in the same way it was highlighted that just over 81 percent of Mexicans , empathizes with those companies that are authentic, this in accordance with what was indicated by the report “Four fundamental changes in advertising and media”, carried out by DV in 18 countries, including Mexico.

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