假新聞不是最近的話題。然而，由於近年來社交媒體渠道的強烈共鳴，虛假新聞已成為日常事 件。假新聞不僅僅出現在諷刺，模仿或政治宣傳類別中……它還是一種吸引讀者將其註意力用 於商業目的的工具，無論它是好是壞。然而，與影響新聞心理並進而影響客戶購買決策的虛假 新聞的強大且不斷增長的力量相比，該領域的研究仍不多樣化，並且存在很多限制。尤其是，尚無研究直接顯示特定類型的虛假新聞對每個特定客戶群對虛假新聞的信念的影響，因此，他 們的購買意圖是不同的。 在這項研究中，作者將闡明上述說法，並指出，假新聞中不同類型的產品閱讀了有關假新聞的 客戶後也會導致不同的購買信念和意圖。

Fake news is not a new topic. However, fake news is becoming a daily occurrence thanks to the strong resonance of social media channels in recent years. Fake news does not just appear in satirical, parody, or political propaganda categories ... it is also used as a tool to get readers' attention for business purposes, whether it is for good or bad. Nevertheless, in contrast to the large and growing power of fake news affecting psychology and hence the purchasing decisions of customers, the research in this area has still not been diverse and has a lot of restrictions. In particular, there are no studies that directly show the influence of specific types of fake news on the belief about fake news of each specific customer group, and therefore their buying intent is different. In this study, the author will shed light on the above statement and also point out that different types of products in fake news will also lead to different results in customers' buying beliefs and intentions after they read fake news about those types of products.

Contents
1 INTRODUCTION 1
1.1 Background . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
1.2 Motivation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
1.3 Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
2 LITERATURE REVIEW 3
2.1 What is News? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
2.2 What is Fake News? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
2.3 Types of fake news . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
2.4 Why and how fake news rapidly spreading on social media? . . . . . . . . . . . . . . . 5
2.4.1 Lies spread faster than the truth . . . . . . . . . . . . . . . . . . . . . . . . . . 5
2.4.2 Spreading process of fake news on social media . . . . . . . . . . . . . . . . . . 6
2.5 Purchasing intention . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
2.5.1 Customers’ behavior on Digital Decade . . . . . . . . . . . . . . . . . . . . . . 6
2.5.2 Factors affect customer’s purchasing intention . . . . . . . . . . . . . . . . . . . 7
3 RESEARCH METHOD 11
3.1 Framework . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
3.2 Scenario-based questions design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
3.2.1 Fake news in Vietnam . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
3.2.2 Three scenarios development . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
3.2.3 Photo manipulation design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
3.3 Data collections . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
3.4 Measurement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
3.4.1 Cleaning data . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
3.4.2 Analyzing data . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
4 RESULTS 21
4.1 The correlation between 2 variables: "believe" and "buy". . . . . . . . . . . . . . . . . . 21
4.2 Differences in customers’ "beliefs" and "buying intent" in survey A and survey B. . . . . 21
4.3 Differences in customers’ "beliefs" and "buying intent" for each specific product in survey
A and survey B. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
4.4 The difference in the extent of the impact of fake news on different customer segments . 27
4.4.1 Gender . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
4.4.2 Age . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
4.4.3 Marital status . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
4.4.4 Occupation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31
4.4.5 Monthly income . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31
4.4.6 Living area . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33
5 CONCLUSION AND DISCUSSIONS 35

List of Figures
1.1 Number of social network users worldwide from 2010 to 2021 (in Millions) . . . . . . . 1
2.1 Semiotic square mapping of news types from Berthon et al. . . . . . . . . . . . . . . . . 5
2.2 5 steps of spreading misinformation on Facebook from Silverman and Alexander . . . . 6
2.3 5 steps of spreading misinformation on Twitter from Mustafaraj and Metaxas . . . . . . 7
2.4 Time per day spent using the internet . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
2.5 Hierachy of effects model . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
3.1 Research’s framework: Hypothesis H1a and H1b . . . . . . . . . . . . . . . . . . . . . 11
3.2 Research’s framework: Hypothesis H3 . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
3.3 More fake news are perceived to be found online from Research . . . . . . . . . . . . . 12
3.4 Photo manipulation news about milk product . . . . . . . . . . . . . . . . . . . . . . . 17
3.5 Label the answers (1) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
3.6 Label the answers (2) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
4.1 The correlation between 2 variables: "believe" and "buy" . . . . . . . . . . . . . . . . . 21
4.2 Mean of belief in fake news . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
4.3 Mean of buying intention . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
4.4 Group statistics’ output of two variables: believe and buy . . . . . . . . . . . . . . . . . 23
4.5 Independent Sample Test’s output of two variables: believe and buy . . . . . . . . . . . 24
4.6 Group statistics’ output of two variables: believe and buy (MILK) . . . . . . . . . . . . 24
4.7 Independent samples test’s output of two variables: believe and buy (MILK) . . . . . . . 25
4.8 T-test’s output of two variables: believe and buy (BANK) . . . . . . . . . . . . . . . . . 25
4.9 T-test’s output of two variables: believe and buy (BANK) . . . . . . . . . . . . . . . . . 26
4.10 Group statistics’ output of two variables: believe and buy (MEDICINE) . . . . . . . . . 26
4.11 Independent samples test’s output of two variables: believe and buy (MEDICINE) . . . . 27
4.12 Fabrication survey | Tests of between-subjects effects (believe) . . . . . . . . . . . . . . 28
4.13 Photo-manipulation survey | Tests of between-subjects effects (believe) . . . . . . . . . . 28
4.14 Fabrication survey | Tests of between-subjects effects: gender*products (believe) . . . . 29
4.15 Photo-manipulation survey | Multiple comparisons: gender (believe) . . . . . . . . . . . 29
4.16 Fabrication survey | Multiple comparisons: age (believe)) . . . . . . . . . . . . . . . . . 30
4.17 Photo-manipulation survey | Multiple comparisons: age (believe) . . . . . . . . . . . . . 30
4.18 Fabrication survey | Multiple comparisons: marital status (believe) . . . . . . . . . . . . 31
4.19 Photo-manipulation survey | Multiple comparisons: marital status (believe) . . . . . . . 31
4.20 Fabrication survey | Multiple comparisons: occupation (believe)) . . . . . . . . . . . . . 32
4.21 Photo-manipulation survey | Multiple comparisons: occupation (believe) . . . . . . . . . 32
4.22 Fabrication survey | Multiple comparisons: monthly incom (believe) . . . . . . . . . . . 33
4.23 Photo-manipulation survey | Multiple comparisons: monthly incom (believe) . . . . . . 33
4.24 Fabrication survey | Multiple comparisons: living areas*products (believe) . . . . . . . . 34
4.25 Photo-manipulation survey | Multiple comparisons: living areas*products (believe) . . . 34
5.1 Fabrication survey | (The level of "agree" gradually increases from 1 to 5) . . . . . . . . 36
5.2 Photo-manipulation survey | (The level of "agree" gradually increases from 1 to 5) . . . 36

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