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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/156147


    Title: Combating Brand Misinformation: A Case Study on Jade Kwan from a Signalling Perspective
    Authors: 周致遠
    Chou, Chih-Yuan;Au, Cheuk Hang (Allen);Ho, Kevin K.W.
    Contributors: 資管系
    Keywords: Brand management;Misinformation;Social media;Case study;Online reputation
    Date: 2024-12
    Issue Date: 2025-03-12 10:22:03 (UTC+8)
    Abstract: The rapid spread of misinformation on social media and digital platforms presents significant challenges for individuals, brands, and organisations, often resulting in severe and lasting reputational damage. This study examines the impact of online misinformation on brand management, focusing on non-political contexts. Using the case of Hong Kong singer Jade Kwan, who endured a decade-long struggle against misinformation following her early career successes, we explore strategies for addressing such challenges. By analysing Kwan's responses and their outcomes, we identify effective approaches to combat online brand misinformation, offering valuable insights for both individuals and brands. This study contributes to a broader understanding of the impact of misinformation on brand management, emphasising the importance of vigilant and proactive measures in an increasingly interconnected world.
    Relation: Proceeding of the 29th Pre-ICIS DIGIT Workshop (DIGIT 2024), Association for Information Systems (AIS)
    Data Type: conference
    Appears in Collections:[Department of MIS] Proceedings

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