It Is Probably Fake but Let Us Share It! Role of Analytical Thinking, Overclaiming and Social Approval in Sharing Fake News

Abstract

This study investigates whether and how analytical thinking, overclaiming, and social approval are associated with the intention of sharing fake news on social media. To randomize each respondent to a group and treatment and to test of several hypotheses simultaneously, two by two factorial design was used. An online survey ( N = 1160) on Iranian social media revealed that overclaiming and social approval are positively related to sharing fake news on social media. Surprisingly, analytical thinking yielded no significance. We believe that in order to show more knowledge users tend to share information with high social approval irrespective of their credibility. Although CRT proved no relation with sharing, significant differences among male and female users were found. The proven relation between sharing more and overclaiming more reveals a marketing opportunity. Gamification of communication which provides a vehicle for users to overclaim their knowledge to their peers on social media might be a suitable strategy on social media to spread the message.

Why Do Arabs Share News Online? Motivations for Sharing News on Social Media in the Emirates

“…News Topics Shared on Social media Rahmanian and Esfidani (2023) believe that to show more knowledge, Iranian users tend to share information with high social approval irrespective of their credibility, while Trilling et al (2017) proposed that newsworthiness predicts 'share-worthiness'. Newman et al (2016) indicated that social sharing of news might give precedence to soft news about entertainment, celebrity and lifestyle over hard news regarding politics, international affairs and business in Europe and Asia.…”

“…Rahmanian and Esfidani (2023) believe that to show more knowledge, Iranian users tend to share information with high social approval irrespective of their credibility, while Trilling et al (2017) proposed that newsworthiness predicts ‘share-worthiness’.…”

“…Lee and Ma (2012) considered age, education and gender as determinant variables in studying news-sharing. In Iran, Rahmanian and Esfidani (2023) found significant differences between male and female users in sharing fake news. Therefore, socio-demographics will be investigated in the current study as a predictor of news-sharing tendencies and its motivation among Arab SM users.…”

Fake News in Marketing

“…For example, a customer who likes a specific brand may believe fake news stories that promote the brand since they conform to their existing attitudes [71]. As a result, they are more likely to purchase from the brand and recommend it to other potential clients while ignoring other negative impacts the products may have [72,73]. This cognitive bias may be challenging to break due to the customers' strong beliefs and attitudes, thus further contributing to the problem.…”