Understanding sharing behavior on social media platforms: How the ability to discern between manipulative and non-manipulative content influences sharing manipulative and false information
Wed—HZ_13—Talks8—8201
Presented by: Laura Burkhardt
Social media has shaped our world in the last decades. The initial enthusiasm, however, transformed into concerns about the dangers of unchecked sharing of false information. This has prompted a large body of research about the spread and impact of false information. Recent research showed that misleading information (implied misinformation) rather than false information is of much more concern. To gain a deeper understanding of what predicts sharing of misleading information we adapted the Manipulative Online Content Recognition Inventory (MOCRI) for Germany. Participants (N = 447) read 28 statements (5 true, 5 false, 9 manipulative, 9 non-manipulative) that they could share on our platform ChirPing. ChirPing is a realistic social media platform which allows us to assess sharing behavior. Our study thus goes beyond pervious research as we assess behavior instead of intention. In contrast to Maertens et al. (2023) there was no relationship between discernment ability and sharing of misleading information. However, sharing of content was not evenly distributed: 57% of participants (N = 253) did not share any post. When only taking participants into account who did share one or more posts (exploratory), results showed that participants who scored high on MOCRI shared less manipulative content. Furthermore, MOCRI also significantly predicted the sharing of false information. Taken together our results emphasize the importance to not rely on sharing intention only. Furthermore, our results show that, if people do share content, MOCRI is not only predictive of sharing manipulative but also false information.
Keywords: manipulation, discernment, online content, sharing behavior, misinformation