Fake news has permeated nearly every part of modern culture: law and politics, entertainment and celebrities, science and technology. Even language has adapted, giving rise to terms like “post-truth era” and “alternative facts” that reflect how widespread fake news has become. As a result, relationships between audiences and publishers—including businesses engaged in content marketing—have been severely disrupted and often damaged, leading to concerns about brand value and declining trust for media organizations, as well as those across other sectors.
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