What message features influence the intention to share misinformation about COVID-19 on social media? The role of efficacy and novelty. (January 2023)

• Record Type: Journal Article
• Authors: Song, Hayeon; So, Jiyeon; Shim, Minsun; Kim, Jieun; Kim, Eunji; Lee, Kyungha
• Is Part Of: Computers in human behavior. Volume 138(2023)
• Publication Date: 2023-01
• Subjects: COVID-19 -- Misinformation -- Fake news -- Novelty -- Efficacy -- Sharing intention -- Emotion -- Message credibility; Interactive computer systems -- Periodicals; Man-machine systems -- Periodicals; 004.019
• DOI: 10.1016/j.chb.2022.107439
• Languages: English
• ISSNs: 0747-5632

Abstract

Abstract: Given the amount of misinformation being circulated on social media during the COVID-19 pandemic and its potential threat to public health, it is imperative to investigate ways to hinder its transmission. To this end, this study aimed to identify message features that may contribute to misinformation sharing on social media. Based on the theory of social sharing of emotion and the extant research on message credibility, this study examined if emotions and message credibility serve as mechanisms through which novelty and efficacy of misinformation influence sharing intention. An online experiment concerning COVID-19 misinformation was conducted by employing a 2 (novelty conditions: high vs. low) × 2 (efficacy conditions: high vs. low) between-subjects design using a national quota sample in South Korea ( N = 1, 012). The findings suggested that, contrary to the expectation, the overall effects of novelty on sharing intention were negative. The specific mechanisms played significant and unique roles in different directions: novelty increased sharing intention by evoking surprise, while also exerting a negative influence on sharing intention through an increase in negative emotions and a decrease in positive emotions and message credibility. Consistent with the expectation, efficacy exhibited positive total effects on sharing intention, which was explained by higher levels of (self- and response-) efficacy of protective action increasing positive emotions and message credibility but decreasing negative emotions. The implications and limitations of the study are discussed. Highlights: The impact of the novelty of misinformation on sharing intention was two-fold. Novelty increased sharing intention by evoking surprise. Novelty lowered sharing intention by affecting emotions and reducing credibility. Efficacy in misinformation had an overall positive effect on sharing intention. Efficacy increased positive emotions and credibility but lowered negative emotions.