Moisescu, O.I; Sterie, L.G. & Mican, D. (2026) Computers in Human Behavior [Domenii conexe, Q1]

Publicat: 25 Octombrie 2025

Moisescu, O.I; Sterie, L.G. & Mican, D. (2026) Fake news, consumer cynicism and negative word-of-mouth: The mitigating role of trust in social media advertising. Computers in Human Behavior, 175, 108842.

DOI: https://doi.org/10.1016/j.chb.2025.108842

✓ Publisher: Elsevier
✓ Categories: Psychology, Experimental; Psychology, Multidisciplinary
✓ Article Influence Score (AIS): 2,381 (2024) / Q1 in all categories.

Abstract: In today's digital era dominated by social media, fake news, and deceptive advertising, consumer cynicism poses a major challenge for brands. This study examines how exposure to product-related fake news on social media fuels consumer cynicism and negative word-of-mouth (NWOM). Using the Push-Pull framework and Stimuli-Organism-Response theory, we analyze data from 497 social media users via partial least squares structural equation modeling. The findings show that fake news significantly increases cynicism and amplifies NWOM. On the other hand, trust in influencer advertising and social media advertisements mitigates cynicism and, indirectly, NWOM. Influencer credibility, expertise, and attractiveness, along with the informativeness and relevance of advertisements, enhance trust, indirectly reducing cynicism and its negative outcomes. This research bridges critical gaps in the marketing literature by highlighting the interplay between fake news, trust, and consumer behavior, offering actionable insights for marketers navigating the challenges of building trust in a digital landscape.

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