Norm Perceptions about Rumor Sharing on Genetically Modified Foods: The Interaction between Facebook Likes and a...

Area of Science:

• Social Psychology
• Communication Studies
• Information Science

Background:

• Social media platforms like Facebook are key channels for information dissemination, including rumors.
• Normative information, such as Likes and comments, can shape user behavior online.
• Understanding factors influencing the spread of misinformation regarding genetically modified foods is crucial.

Purpose of the Study:

• To investigate the influence of normative information (Likes, refuting comments) on Facebook on users' intention to share rumor posts about genetically modified foods.
• To examine the mediating role of perceived descriptive and injunctive norms in this relationship.
• To explore the interaction effect between the number of Likes and refuting comments on sharing intentions.

Main Methods:

• An online experiment was conducted with 630 Facebook users.
• Participants were exposed to a rumor post about genetically modified foods with varying numbers of Likes and presence/absence of a refuting comment.
• Measures included intention to share, perceived descriptive norms, and perceived injunctive norms.

Main Results:

• A high number of Likes significantly increased the intention to share the rumor post.
• This effect was mediated by perceived descriptive and injunctive norms.
• An interaction effect was found: a refuting comment increased perceived injunctive norms about rumor sharing, particularly when the number of Likes was low.

Conclusions:

• Normative cues on social media, specifically Likes, play a significant role in the virality of misinformation.
• Refuting comments can mitigate the influence of Likes, highlighting the potential for interventions.
• Future research should explore diverse platforms and user demographics to understand rumor propagation dynamics.