Why do people share fake news? Associations between the dark side of social media use and fake news sharing behavior

Abstract

The current study examines the associations of the dark side of social media use and fake news sharing behavior among social media users. A large cross-sectional data from 1022 social media users are collected to test the research model, formulated using social comparison theory, self-determination theory, rational choice theory and seminal work on psychology and communication. The study results suggest that online trust, self-disclosure, fear of missing out (FoMO), and social media fatigue are positively associated with the sharing fake news (intentionally). In contrast, social comparison has a negative association. The study findings also indicate that online trust has negative association with authenticating news before sharing. The study concludes with some implications for policy makers and marketers that could be useful in protecting society and brands from the perils of the misuse of social media and fake news.