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Using a mixed-methods approach, this research investigates the motivations and consequences of sharing marketing related false news. The qualitative analysis reveals that people share messages to help others and help the (fake) victim to take revenge on brands. The empirical analysis shows that strong brands suffer more than weak brands.doi:10.57198/2583-4932.1287 fatcat:qijb6qwtjzdzfgeexbw5mkavw4