Responding to disinformation:
lessons from real brand cases and their outcomes
This webinar will unpack how disinformation crises unfold in digital ecosystems and what that means for brands. Drawing on recent research, we’ll explore why platforms and algorithms accelerate the spread of false narratives, how audiences amplify or contain these crises, and what marketers can do to protect brand trust and reputation. You’ll gain actionable insights into response strategies that work and those that don’t in an era of synthetic influence.
Disinformation is reshaping the marketing landscape. Brands are increasingly targeted by false narratives that spread rapidly across social platforms, creating reputational and financial risks. This webinar explores how these crises unfold, the role of platforms and audiences in amplifying them, and why response strategies matter more than ever. Through real-world case studies, we’ll examine the dynamics of disinformation and what it means for marketers navigating today’s volatile digital environment.
Topics covered:
- How disinformation crises originate and escalate across platforms.
- The multi-actor ecosystem: perpetrators, platforms, audiences, and brands.
- Why timing and platform-specific responses are critical.
- The phases of a disinformation crisis and what they mean for marketers.
- Lessons from real brand cases on navigating reputational threats.
What you will learn:
- How disinformation impacts brand reputation
- The role of algorithms and audience behaviour in crisis amplification.
- Key principles for designing effective response strategies.
- Why proactive planning is essential for marketing teams.
About the presenter
Professor Dominique Greer
Professor, Queensland University of Technology
Professor Dominique Greer is an experienced marketing academic and researcher with expertise in consumer behaviour, consumer deviance, and services marketing. Her work examines how value creation in service relationships is disrupted by deviant consumer behaviour, drawing on strong methodological expertise in experimental design, survey research, and advanced qualitative and quantitative analysis.
Dr Aimee Riedel
Senior Lecturer, Griffith University
Dr Aimee Riedel is an experienced educator, researcher, and facilitator with expertise in consumer behaviour, digital marketing, and human-centred research. Her work sits at the intersection of psychology, technology, and real-world decision making, with a strong focus on understanding vulnerability, emotion, and behaviour in complex environments.
