DR. MUHAMMAD SALMAN AZHAR; SYED WAJAHAT HUSSAIN NAQVI,; DR. AAMIR JAWAD MUNIR. AN EMPIRICAL ASSESSMENT OF CONSUMER PERCEPTIONS OF FAKE NEWS AND ITS INFLUENCE ON EMOTIONAL REGULATION AND BEHAVIORAL RESPONSES: EVIDENCE FROM THE PAKISTAN SOFT DRINK INDUSTRY. Journal of Management Science Research Review, [S. l.], v. 5, n. 2, 2026. Disponível em: https://www.jmsrr.com/index.php/Journal/article/view/596. Acesso em: 20 may. 2026.