Abstract
is an Associate Professor and Deputy HoD (Research and Postgraduate Studies) in the Department of Marketing Management of the University of Johannesburg. His research interest span across digital marketing with particular focus on mobile commerce, social media marketing and the use of social analytics to provide real-time analysis of key consumer metrics to improve marketing decision-making among SMEs in particular. Prof Maduku's research has been published in notable journals including the Abstract This paper investigates the impact of consumers' perceived realism of user-generated fake content on consumer-based brand equity. In addition, the moderating roles of both brand