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    政大機構典藏 > 商學院 > 資訊管理學系 > 會議論文 >  Item 140.119/156147


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    題名: Combating Brand Misinformation: A Case Study on Jade Kwan from a Signalling Perspective
    作者: 周致遠
    Chou, Chih-Yuan;Au, Cheuk Hang (Allen);Ho, Kevin K.W.
    貢獻者: 資管系
    關鍵詞: Brand management;Misinformation;Social media;Case study;Online reputation
    日期: 2024-12
    上傳時間: 2025-03-12 10:22:03 (UTC+8)
    摘要: 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.
    關聯: Proceeding of the 29th Pre-ICIS DIGIT Workshop (DIGIT 2024), Association for Information Systems (AIS)
    資料類型: conference
    顯示於類別:[資訊管理學系] 會議論文

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