Reasons to fight: preliminary results on motivations to combat fake news

Abstract

Introduction. To encourage the public to combat online fake news and revalue truth, it is important to explore the factors that affect individual intention to combat fake news. Method. This study provides answers using survey data from a representative sample collected in the U.S. (N = 804). Analysis. We examined the impacts of planned-behaviour-theory components and prior experience of being deceived by fake news on the intentions of news verification, fake news refutation, and fact-checks sharing, with demographical characteristics, media use, and media credibility under control. The study also examined prior experience as a moderator in the models. Results. Results showed that subjective norms and prior experience of being deceived by fake news were positively correlated with intentions of all three behaviours that help to combat fake news. Prior experience moderated the effect of subjective norms on fake news refutation, and the effect of perceived control on fact-checks sharing. Conclusion. The findings of this study help scholars and industry practitioners to understand audiences’ interaction with online information and what drives audiences to combat information fakeness. Prior experience of being deceived by fake news is a significant driver.