Reflections of the effect of infodemic on consumer skepticism on the brand

In this study, it is aimed to examine the mediating roles of consumer skepticism and brand trust in the relationship between influence from infodemic news and consumers' brand purchase intention, store visit intentions and word of mouth marketing behavior. In this context, hypotheses have been formed as a result of the literature research on the subject and 4 different theoretical models have been put forward. For this purpose, data were collected through a survey conducted with 518 respondents using the convenience sampling method in the online environment. In the analysis of the data, descriptive analyzes and path analyzes were performed using SPSS 23.0 and SmartPLS 4 package programs. According to the results of the research; Within the scope of the second research model, it has been determined that "consumer skepticism" has a mediating role in the relationship between "influence by infodemic news" and "store visit intention". Within the scope of the third research model, it has been determined that "consumer skepticism" and "brand trust" have a mediating role in the relationship between "influence by infodemic news" and "positive word of mouth" behavior. Within the scope of the fourth research model, "brand trust"; It has been determined that there is a mediating role in the relationship between "influence by infodemic news" and "negative word of mouth" behavior. On the other hand, the mediating roles of "consumer skepticism" and "brand trust" were not found to be significant in the relationship between "influence by infodemic news" and "purchase intention". Moreover; It has been determined that "brand trust" does not have a mediating role in the relationship between "influence by infodemic news" and "store visit intention". It was determined that "consumer skepticism" did not have a mediating role in the relationship between "influence by infodemic news" and "negative word of mouth" behavior.