Quantifying Networked Influence: How Much Do Disinformation Spreaders’ Networks Drive Their Public Engagement Outcomes?

Abstract

Although previous studies have recognized the widespread presence of disinformation networks, we know little about the extent to which such networks affect the ability of disinformation spreaders to disseminate falsehoods. In this study, we conceptualize disinformation networks as a form of coordinated strategic communication and apply an innovative algorithm to quantify the networked influence of disinformation spreaders. We found that coordinated networks account for up to 62% of disinformation spreaders’ ability to engage the broader public and 23% of their ability to have their message shared more frequently. These findings suggest that any effective disinformation prevention effort needs to incorporate plans aimed at disrupting networks, rather than solely focusing on notable individuals. In addition, our further analysis reveals that the countries of origin and the type of disinformation spreaders significantly affect their ability to gain networked influence among their peers. Theoretical and practical implications are discussed.