I think, therefore I ignore: a study on disinformation's credibility perceptions and sharing intentions over social media
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Thaichon, Park
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This paper evaluates the influence that bandwagon heuristics (conceptualized as the number of likes and comments’ valence) and actively open-minded thinking (AOT) have on the credibility and sharing of disinformation over social media. Across two experimental studies, Study 1 finds a direct link between the sharing intention of social media posts containing disinformation and an interactive effect of AOT on such bandwagon heuristics. Study 2 demonstrates that for posts containing disinformation, the number of likes has a significant influence on sharing intentions, but not credibility, whilst comments have a significant influence on credibility, but not sharing intentions. Furthermore, Study 2 found the influence of AOT attenuates the effects of such heuristics. Overall, this research contributes to the extant literature and practice by demonstrating the influence bandwagon heuristics and AOT have on disinformation over social media. This paper further presents areas of future research to improve the understanding of how disinformation spreads.
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Journal of Strategic Marketing
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© 2023 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group. This is an Open Access article distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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Marketing communications
Sociology
Marketing
Strategy, management and organisational behaviour
Social Sciences
Business
Business & Economics
Social media
bandwagon heuristics
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Ferm, L-EC; Thaichon, P, I think, therefore I ignore: a study on disinformation's credibility perceptions and sharing intentions over social media, Journal of Strategic Marketing, 2023