Fake news, consumer cynicism and negative word-of-mouth: The mitigating role of trust in social media advertising

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. • Exposure to product-related fake news on social media significantly increases consumer cynicism, undermining online marketing efforts. • Cynicism driven by fake news fuels negative word-of-mouth, intensifying reputational risks for brands in digital marketplaces. • Trust in influencer endorsements and social media advertisements serves as a critical buffer, mitigating consumer cynicism. • Influencers with high credibility, expertise, and attractiveness enhance consumer trust, indirectly reducing cynicism. • Well-crafted advertisements that provide informative and relevant content strengthen trust, indirectly counteracting cynicism. • By integrating the Push-Pull framework and Stimuli-Organism-Response theory, this study advances the understanding of how fake news shapes consumer attitudes and behaviors in digital commerce. • Marketers should invest in credible influencers and high-quality ad content to foster trust and counterbalance the impact of fake news on cynicism, ultimately protecting brand equity in an era of digital skepticism.