What You Perceive Is What You Get: Enhancing Rumor-Combating Effectiveness on Social Media Based on Elaboration Likelihood Model

IF 5.5 1区文学 Q1 COMMUNICATION

Social Media + Society Pub Date : 2024-10-28 DOI:10.1177/20563051241288809

Cheng Zhou, Qian Chang

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引用次数: 0

Abstract

Rumors spread on social media overshadow the truth and trigger public panic. One effective countermeasure to address this issue is online rumor-combating. However, its effectiveness on social media has not been fully verified. In this study, drawing on construal level theory, we use temporal distance—the time interval between a rumor-combating post being released and receiving responses from social media users—to measure the effectiveness of rumor-combating. We also adopt elaboration likelihood model to explore the factors that could enhance this effectiveness. The empirical results show that perceptible (central route) factors, including the author’s authoritative combating methods, media richness, and positive emotions, are negatively related to temporal distance and are more effective for enhancing rumor-combating effectiveness than imperceptible (peripheral route) factors, such as the author’s influence and activeness. In addition, media richness exerts positive moderating effects on the relationship between perceptible route factors and rumor-combating effectiveness, implying that with the help of images or videos, rumor-combating effectiveness improves. This study addresses the need to enhance the effectiveness of rumor-combating and has practical implications for combating rumors in the social media.

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所见即所得：基于阐释可能性模型提高社交媒体上的谣言打击效果

社交媒体上传播的谣言掩盖了事实真相，引发公众恐慌。解决这一问题的有效对策之一是网上辟谣。然而，其在社交媒体上的有效性尚未得到充分验证。在本研究中，我们借鉴构式水平理论，使用时间距离--即从发布谣言帖子到收到社交媒体用户回复的时间间隔--来衡量谣言打击的有效性。我们还采用了阐述可能性模型来探讨提高这种有效性的因素。实证结果表明，与作者的影响力和积极性等不可感知因素（外围因素）相比，作者的权威性打击方式、媒体丰富性和积极情绪等可感知因素（中心路径）与时间距离呈负相关，更能有效提高谣言打击的有效性。此外，媒体丰富度对可感知路径因素与辟谣效果之间的关系具有正向调节作用，这意味着在图片或视频的帮助下，辟谣效果会得到改善。本研究满足了提高谣言打击效果的需求，对在社交媒体上打击谣言具有现实意义。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Social Media + Society COMMUNICATION-

CiteScore

9.20

自引率

3.80%

发文量

111

审稿时长

12 weeks

期刊介绍： Social Media + Society is an open access, peer-reviewed scholarly journal that focuses on the socio-cultural, political, psychological, historical, economic, legal and policy dimensions of social media in societies past, contemporary and future. We publish interdisciplinary work that draws from the social sciences, humanities and computational social sciences, reaches out to the arts and natural sciences, and we endorse mixed methods and methodologies. The journal is open to a diversity of theoretic paradigms and methodologies. The editorial vision of Social Media + Society draws inspiration from research on social media to outline a field of study poised to reflexively grow as social technologies evolve. We foster the open access of sharing of research on the social properties of media, as they manifest themselves through the uses people make of networked platforms past and present, digital and non. The journal presents a collaborative, open, and shared space, dedicated exclusively to the study of social media and their implications for societies. It facilitates state-of-the-art research on cutting-edge trends and allows scholars to focus and track trends specific to this field of study.