THE RISK OF FALSE CONCEPTION OF CONSUMER PRODUCTS CIRCULATED IN SOCIAL MEDIA

Abstract

The risk of false conception of consumer products occurs when false information is formed, circulated, and obtained mostly via social network. The severity of such occurrence fluctuates according to the level of which the information is circulated. Similar to the case of rumors, this research was conducted to study the factors involved in the spread of such false information in order to prevent any possible damage to businesses caused by the circulation information primarily on facebook. In conducting this research, in-depth interviews were arranged with experts of the field of social network, organizations’ executives, consumers as well as case study.
Qualitative research results indicate that personal judgment, gender, educational background, occupation, and most importantly family background immensely influence the thinking and reasoning process of a person before passing on the information received. Furthermore, according to the research, to prevent the risk, organizations suffering from false conception may clarify themselves by presenting correct information as well as rectify any mistakes as soon as possible in order to establish trustworthiness in the organization and to repair any damage in the reputation. Moreover, they should appoint personnel responsible for overseeing all forms of corporate communications. Organizations may also establish counter-policies to turn crisis into opportunity by reestablishing and reinforcing the brand’s image allowing consumers to fully understand the brand and also the organization.