Disinformation and corporate reputation: the fragility of trust in the digital age

Abstract

Misinformation has become one of the most significant challenges to corporate reputation in the digital age. The speed at which manipulated content circulates online, combined with the influence of algorithms and consumer vulnerability, creates an environment where rumors and false narratives can rapidly damage organizational credibility. This article critically examines the impact of misinformation on corporate reputation by exploring its sociotechnical nature, the role of algorithms, consumer behavior, and corporate responses to digitally amplified reputational crises. Drawing on real‑world cases and a grounded analytical approach, it argues that misinformation represents a structural threat that requires communication strategies that are more agile, transparent, and digitally competent.