Marketing in the Fake News Era: Dissertation Proposal Analysis

This dissertation proposal investigates the evolving landscape of marketing in the age of fake news. The research aims to analyze how marketers adapt their strategies and communications to navigate the challenges posed by misinformation and its impact on consumer trust. The proposal outlines the research background, emphasizing the rise of fake news and its effects on media, advertisers, and consumer behavior. It defines the research aims and objectives, including assessing the impact of fake news on consumer behavior, evaluating the positive and negative effects of fake news on society, and exploring ways to rebuild consumer trust. The methodology section details the use of both primary (surveys) and secondary data collection methods (journals, articles, and books) with qualitative data analysis using thematic analysis. The proposal also acknowledges limitations, such as the reliability of secondary data and time constraints, and addresses ethical considerations, particularly the need for informed consent from participants. The research ultimately seeks to provide insights into how marketers can build and maintain consumer trust in an era of widespread misinformation, offering valuable information for marketing professionals and academics alike.