The uses and gratifications (U&G) model for understanding fake news sharing behavior on social media

Background

Social networking sites (SNSs) have made information sharing easier than ever, this ease has also facilitated the spread of misinformation.

Objective

To ascertain and validate the uses and gratifications (U&G) factors associated with fake news-sharing behaviors on SNSs.

Methods

A five-factor model based on the U&G theory was measured to estimate fake news-sharing behavior among university students, using the structural equation modeling.

Findings

Passing time has a strong positive influence on fake news sharing behavior (β = 0.517, CR = 4.017, p < 0.001). Information seeking has a weak and non-significant positive influence on fake news sharing behavior (β = 0.308, CR = 1.569, p = 0.117). However, socialization (β = −0.164, CR = −1.883, p = 0.377), entertainment (β = −0.070, CR = −0.878, p = 0.380), and information sharing (β = −0.044, CR = −0.295, p = 0.768) gratifications have non-significant negative influences on fake news sharing behavior. The goodness-of-fit indices indicate that the proposed model is acceptable (${\chi }^2$ = 2.195 df = 237; p < 0.001; GFI = 0.920; IFI = 0.901; CFI = 0.899; SRMR: 0.077; RMSEA = 0.049).

Conclusion

Passing time is the key predictor of fake news sharing behavior, while information-seeking gratification also contributes positively to this behavior. The study suggests several different approaches to prevent the spread of fake news, including implementing news literacy programs, installing a firewall, supporting fact-checking organizations, and implementing regulations and legislations for responsible social media practices.

Implications

The study is significant because it goes beyond the “what” of fake news sharing to understand the “why”. This deeper understanding can lead to more effective solutions for promoting responsible information-sharing behavior and combating the spread of fake news in the post-truth era.