How does Information Spread? An Exploratory Study of True and Fake News

Abstract

The intentional and non-intentional use of social media platforms resulting in digital wildfires of misinformation has increased significantly over the last few years. However, the factors that influence this rapid spread in the online space remain largely unknown. We study how believability and intention to share information are influenced by multiple factors, in addition to confirmation bias. We conducted an experiment where a mix of true and false articles was evaluated by study participants. Using hierarchical linear modelling to analyze our data, we found that, in addition to confirmation bias, believability is influenced by source endorser credibility and argument quality, both of which are moderated by the type of information – true or false. Source likeability had a positive main effect on believability. After controlling for belief and confirmation bias, intention to share information was affected by source endorser credibility and information source likeability.