The strength of weak ties and fake news believability

Abstract

Are we more likely to believe a social media news story shared by someone with whom we have a strong or weak tie? We tend to trust close ties more than weak ties, but weak ties are sources of new information more often than strong ones. We conducted an online experiment to examine the effect of tie strength (strong ties vs. weak ties) on the decision to believe or not believe fake news stories. Participants perceived false stories from weak ties to be more believable than false stories from strong ties (after controlling for the trustworthiness of the sharer). We found that a sharer's perceived ability to share reliable information plays a significant role in individuals' decision to believe news stories on social media, regardless of whether the source is a strong or weak tie. Interestingly, a sharer's perceived integrity was found to be important only when the information came from weak ties, while a sharer's perceived benevolence was not important for either weak or strong ties. These findings show that the perceived integrity of the sharer is a key factor in the decision to believe stories from weak ties, more so than from strong ties. Furthermore, a sharer's perceived ability to share reliable information is less critical when weak ties share true stories. The impact of weak ties does not stem from the novelty of their information, as we used identical headlines across both study groups. Thus, while the strength of weak ties effect is present in this context, the underlying theoretical mechanism differs from the novelty of information traditionally observed in other settings.