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This research aims to explores consumers' motives and attitudes toward misinformation (fake reviews), its characteristics and its impact on individuals, brands and firms.

A thematic analysis was undertaken to meet the research objectives by analyzing qualitative data from in-depth interviews with a diverse sample (N = 48).

The findings indicate that altruism, impression management, matching ideologies, message appeal and perceived source power are the critical motivations for individuals to share misinformation. Misinformation leads to conflicts and avoidance among individuals and harms brand's reputation.

This study utilizes thematic analysis to extend and contribute to the literature on misinformation. The current research provides an overarching framework to decode the misinformation phenomenon for researchers and practitioners.

This study offers valuable insights to marketers to develop strategies to tackle the menace of false information to safeguard brand reputation.