Betrayed by the brand: the moderating role of social media engagement in the relationship between deceptive advertising, value deficit and brand hate

Key Points

• This research aims to examine how social media engagement affects the relationship between deceptive advertising, perceived value deficits, and brand hate.
• Quantitative analysis of consumer responses to deceptive advertising
• Survey distribution capturing social media engagement metrics
• Correlation analysis to assess the relationship between variables
• Social media engagement significantly moderates the impact of deceptive advertising on brand hate
• Higher engagement levels reduce negative feelings associated with deceptive advertising
• Consumers exhibiting value deficits show increased brand hate, influenced by social media interactions