Ayesha SaleemFA23-RBA-026Tahira Umair2026-04-162024https://repository.cuilahore.edu.pk/123456789/3606The topic of this project is The Influence of Fake News on Consumers: An analysis of social media platforms in Pakistan. Therefore, this project clearly defines the influence of fake news on consumer behavior and the analysis of social media platforms in Pakistan. As in Pakistan fake news on social media platforms the problem and people spend a lot of time using smart devices especially generation Z due to which the expansion of fake news o misleading information is very easy and fast. Similarly, the brands face a problem by the changed behavior of the consumers. The main objective of my project is to investigate the level of fake news in shaping the consumer trust and his willingness to pay, and to determine the impact with the long-term role played by fake news in relation to brand recognition and overall customer satisfaction and also to identify what measures business take to lower the impact of misleading information. However, to understand this study data was collected from the generation Z and a survey questionnaire was designed on google forms to get their views related to this problem and all the data was quantitative. The key finding of this project is this that the fake news has a negative effect on the consumer behavior and consumer distrust the brand about which they hear fake news and intend to switch that brand. So fake news can leave a long-term effect on the consumers behavior. Therefore, we can overcome this problem by building strong trust with consumers and communicate with the consumers so that they fake news cannot harm their image.en-USThe Influence of Fake news on consumer behavior: An analysis of social media platform in PakistanThesis