Deciphering shadows: A study on disinformation, its digital proliferation, and effects on organizational integrity

Suad AalThani ,Tatiana Palei

doi:10.24294/jipd7980

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Deciphering shadows: A study on disinformation, its digital proliferation, and effects on organizational integrity

Suad AalThani

Tatiana Palei

Journal of Infrastructure Policy and Development 2024, 8(13), 7980; https://doi.org/10.24294/jipd7980

Submitted：14 Jul 2024

Accepted：23 Aug 2024

Published：18 Nov 2024

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Abstract

Managing the spread of “disinformation” is becoming an increasingly difficult task of our time, with an emphasis on digital marketing and its influence on organizational reputation. This paper aims to analyze the phenomenon of disinformation, with emphasis on the role of digital marketing and the consequent effect on organizational image. Thus, using the systematic literature review methodology, the study defines and categorizes different types of disinformation, namely fake news, misinformation, and propaganda, and how they are spread across different channels. Using the research, it is possible to conclude that digital marketing is more effective in spreading disinformation than traditional media and word-of-mouth; social media management and content marketing are the most effective. The work also evaluates the catastrophic impact of disinformation on an organization’s image, fiscal health, and the trust of its stakeholders. Using the Chi-Square Test for Independence and Logistic Regression, the study determines the factors likely to lead to severe consequences of disinformation campaigns. Last but not least, the paper also suggests ways of preventing the spread of disinformation, which include improved education on the use of digital platforms, better fact-checking systems, and an improved code of ethics in digital marketing.

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References

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