From Fake To Hate: Exploring The Interplay Between Brand-related Misinformation And Incivility On Social Media

This research focuses on the interplay of two harmful digital phenomena: misinformation and incivility. It aims to: i) test whether brand-related misinformation is associated with higher levels of online incivility; and ii) compare how the relationship between brand-related misinformation and online incivility unfolds across multiple platforms, topics, and industries. To do that, the authors built a cross-platform database containing 128 social media post sharing brand related misinformation. The corresponding 50,714 comments were analysed employing a machine-learning approach