Keywords

Brand management, Misinformation, Social media, Case study, Online reputation

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.

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