The paper discusses a theoretical framework for how corporations and brands can effectively respond to the issue of fake news. It introduces a matrix that analyzes the interaction between the transparency of the communicator’s motivations and how well the content aligns with consumers’ existing biases. The findings suggest that consumer reactions to fake news vary based on their “schemer schema,” the credibility of the source, and the believability of the information relative to their pre-existing beliefs, offering practical insights for brand managers dealing with misinformation.