Abstrakt
This chapter enriches the thus far very little researched topic of commercial disinformation. The aim is to describe proper marketing actions in companies' response to the communication crisis caused by disinformation.
This text presents a synthesis of the managerial implications based on the analysis of 62 scientific articles. The author selected 28 that best correspond to the research aims.
Analysed articles recommend avoiding advertising on disinformation sites and working with employees, brand ambassadors, and journalists. Based on this meta-analysis, the author suggests engaging employees in corrective communication activities.
Recommended forms of response to commercial misinformation include submitting a detailed response, approaching misinformation scientifically to uncover the nature of the rumour being spread, and using storytelling as a tool to help the brand highlight the positive aspects and avoid repeating the negative content of the disinformation. This chapter provides evidence-based recommend