The "Internet Rumor" Research Report released a reward of millions of dollars to counterattack online rumors

On August 5th, at the 2022 Chinese Entrepreneur Institute of Jinggangshan Forum • National Consumer Brand New forces Forum, the Report on "Online Rumors and other online losses and their risk governance research" was released.

The report includes cases of Huawei, Adoff, Meituan and other brands that have been attacked by online rumors. Duan Chunlin, a professor at the School of Journalism and Communication of South China University of Technology, believes that in the current era of online consumption, online word -of -mouth has become a new position for online rumors. Rumors make rumors to "traffic flow" by brand awareness, while resistance to online rumors requires public, enterprises and contents. Creators, industry alliances, laws and regulations and other forces jointly link.

The report data shows that China's current online shopping has reached 11.28 billion, and 75%of consumers will refer to online comments before online shopping. 90%of companies believe that online reviews will affect purchase decisions, and online rumors show new features.

Duan Chunlin, a professor at the School of Journalism and Communication of South China University of Technology, gave a keynote speech. Xinhuanet

Duan Chunlin analyzed that the form of online rumors has the characteristics of personalization, customization and precision, and users become content producers, which also makes it easier for rumors to spread, matrix communication, live broadcast, short video and other high interaction and immersion feelings. The communication method is also adopted by the Internet rumor, destroying the brand's trust shield in the user's mind.

The reporting team believes that there are well -known brands with large flow and good reputation, and users' high attention, high participation, high heat and multiple topics, bringing opportunities to rumors on online rumors. In recent years, the rapidly rising brand of washing the brand Adorf made some malicious speculators see business opportunities. Adoff was vilified by malicious rumors on a large -scale attack. In May 2021, 58 infringing notarized bloggers were checked, and 23 institutions were involved in the MCN (Internet Red Incubation Center). Similarly, high "traffic" value of large enterprises such as Huawei, Ali, and Meituan has also become a material library for online rumors.

The forum site. Xinhuanet

It is understood that as early as March 2022, the State Cyber ​​Information Office announced the establishment of a rumor traceability mechanism to increase punishment for the platform and account of the starting rumor information. In July, a social platform also issued an announcement on the chaos of the MCN institution to reduce the cost and loss of the brand's clarification of rumors.

Major companies have also made frequent actions for online rumors. BYD has increased from 1 million yuan to 5 million yuan to collect clues about black public relations. Geely Automobile also set up a "Geely Network Immortal Information Report Center" to crack down on online rumors. On August 6, the WeChat public account and Weibo number of the Aduf Network Unprepared Information Report Center will be launched. Accepting consumer users will provide clues and evidence of the black public relations operation of Adolf, up to 1 million yuan The provider's personal information is strictly confidential.

Source: Xinhua News Agency Guangzhou Daily · Xinhua City Editor: Wu Yizhen

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