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. JMSRR [Internet]. 2026 May 19 [cited 2026 May 20];5(2). Available from: https://jmsrr.com/index.php/Journal/article/view/596