Systematic Review and Research Agenda Emphasizing Persuasion Knowledge Model as an Alternative Tool That Can Mitigate the Effect of Fake News on Consumers’ Intention to Adopt an Innovation

Aim: This study aims to conduct a systematic review to gather evidence from existing literature for the purpose of developing a new behavioural model.The model will leverage Persuasion Knowledge (PK) to mitigate the harmful effects of fake news in the context of the Behavioural Reasoning Theory (BRT) and Diffusion of Innovations (DOI).Specifically, it seeks to demonstrate that Persuasion Knowledge can help counteract the negative impact of fake news on Romanian consumers' intention to adopt a new product.Design: A systematic review was conducted, following the Cochrane Handbook (2019) guidelines.The study examines transdisciplinary research on theories, methodologies, and outcomes, identifying both similarities and differences to construct a model that links fake news (misleading reasons against adoption) with consumer innovation adoption behaviour.Results were synthesised narratively, rather than statistically, due to the transdisciplinary reach, which encompassed an expected diversity of approaches.Results: 39 studies were included in the review.Conclusion: There is interest in finding ways to counter fake news malign effect, Persuasion Knowledge could be such a term, and not much has been researched on how this tool could moderate, in a behavioural reasoning -diffusion of innovations context, the effect of fake news/(fake)reason against onto consumers' intention to adopt an innovation when targeted by a fake news.