Does Misinformation Thrive With Social Networking Site (SNS) Dependency and Perceived Online Social Impact Among Social Media Users in Nigeria? Testing a Structural Equation Model

Abstract

This study modelled the factors that encourage misinformation diffusion behaviour among social media users, with a focus on Nigerian social media users. To gather our data, we used an online survey to sample 385 social media users using a chain referral approach. Smart partial least squares (PLS) structural equation modelling (SEM) was used to analyse the data. We discovered that social tie strength, virality, social media usage intensity and fun all predicted misinformation circulation. Conversely, trust in social networking site (SNS) and parasocial interaction were not found to be related to misinformation spreading. The study concluded with some theoretical and practical implications.