Abstract
Owing to the proliferation of rumors on social media, it is necessary to disseminate debunking information to minimize the harm caused by them. Using content analysis, sentiment analysis, and regression analysis, this study examined the mediating role of follower count in the relationship between the debunker’s identity and sharing behavior, and it explored the relationship between the text sentiment of debunking information and sharing behavior based on data on the spread of three rumors that circulated extensively on social media. Using an ordinary account as a reference, we found that the mediating or suppression effect (i.e., when direct and indirect effects are significant and opposite) of follower count in the relationship between debunker’s identity (celebrity, media, or government) and sharing behavior was significant. The three test identities (celebrity, media, and government) had more followers than the ordinary account, which resulted in a significant positive effect on the number of reposts. The debunker’s identity did not have a positive effect on the sharing of debunking information when controlling for mediating variables. Debunking information with emotional overtones (positive or negative) was shared more widely compared with information with neutral emotions, and the dominant emotional polarity was different in the three different rumors. These findings can contribute to the generation of debunking information content, which can aid in the development of effective communication strategies and improvement in the efficiency of crisis management.
Highlights
The spread of rumors, especially on social media, has had a serious impact on network order and social development (Lazer et al, 2018; Allen et al, 2020)
This study focuses on the following question: How does the debunker’s identity affect the sharing behavior of information that is intended to debunk a rumor that has been spread through social media? It is clear that certain types of accounts have many followers
This study examined the mediating role of follower count between three categories of social media accounts and the number of reposts, with the ordinary account as reference
Summary
The spread of rumors, especially on social media, has had a serious impact on network order and social development (Lazer et al, 2018; Allen et al, 2020). It can cause panic, lead to false accusations, and interfere with the work of emergency response agencies, posing a threat to public safety (Jung et al, 2020). To mitigate the potential harm caused by rumors, it is necessary to dispel them by disseminating debunked information. Inadequate information to debunk rumors is a key impediment to damage control. Correct information must reach all persons who have encountered the rumors
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