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A theory of caricature is used to analyse and explain the nature of—and reactions to—a controversial political cartoon depicting Jacob Zuma, the highly publicized president of South Africa, and how the cartoon both played on and affected his political image and brand. Jacob Zuma has crafted his image as a person who has overcome insurmountable injustices to lead his nation. The cartoon directly questioned Zuma's claims of discrimination by the justice system. The cartoonist (Zapiro) was able to use the cartoon to further solidify Zuma's image as an embattled yet contentious and divisive leader. The framework that follows depicts the spoofing of a political brand, in a marketing environment in which parody and spoofing of more conventional products and services are increasingly common. Copyright © 2009 John Wiley & Sons, Ltd.

The importance of social media for marketing professionals has grown immensely as consumers turn to it to connect with products, brands, and brand communities. Yet limited research investigates the uses of social media to teach core marketing concepts. This article analyzes coursework in foundational marketing classes, with a specific focus on the effectiveness of social media for teaching core marketing concepts. Through the use of multiple social media platforms, the courses sought to engage students in active learning and provide a medium for the students to apply marketing concepts and market real companies to a public audience. Survey data provide insights into the effectiveness of social media as a tool for teaching core course concepts.

This study examines the influence of an operatic flash mob on consumer behaviour and consumer experience in a public market. A field experiment was conducted to assess the impact of operatic music on consumers' emotions and connectedness in three conditions: spontaneous live music (flash mob), recorded music, and no music. We analyse audience responses to the shopping experience in all three conditions, with particular focus on temporary group formation and felt emotion. Results show that the flash mob enhanced consumer arousal, connectedness and positive emotions, as well as consumer-to-consumer interaction.

Purpose The purpose of this paper is to present a theory of how corporations and brands can address the prevalence of fake news. A matrix is proposed to examine how the transparency of the motivation of the communicator disseminating fake news interacts with how well the content of the fake news coincides with a consumer’s previously held bias. Design/methodology/approach A dichotomy is presented examining the role of “Schemer’s Schema” transparency by confirmatory bias. Findings Consumers will react differently to fake news depending on their “schemer schema” and the source of the information, as well as the believability of the story based on already existing beliefs. Research implications/limitations This paper provides readers with a strategy to address the prevalence and reality of fake news. The purpose of this paper is theoretical in nature. While this manuscript lays the foundation for future empirical studies, said studies have not been conducted. Further, given the ever-changing nature of fake news dissemination this manuscript provides a picture at a specific time and place. Practical implications This manuscript provides insights for brand managers who are forced to address fake news. Originality/value This manuscript provides marketers with a strategy to better address fake news for organizations and brand.