Should I share it? Factors influencing fake news-sharing behaviour: A behavioural reasoning theory perspective

Social media has become an integral part of our lives because of its popularity among users. However, the dissemination of fake information has been a significant issue for marketers, as it severely damages brand image. This study examined variables related to intentions (for and against) to share fake news online using behavioral reasoning theory (BRT). We also examined the impact of perceived believability as a mediator and how the mediating effects of perceived believability are moderated by social-status seeking and cognitive fluency. Data were collected from 356 respondents using online questionnaires. The hypotheses were tested using structural equation modeling and PROCESS Macro. The results suggest that the joy of missing out (JOMO) and government regulations negatively impact fake news-sharing intention. Source credibility and information quality positively impact fake news-sharing intention. Perceived believability mediates the association between antecedents and fake news-sharing intention. Mediated-moderation analysis show that social status seeking and cognitive fluency also significantly impact fake news-sharing intention. This study enriches the fake news and social media literature, and has managerial implications for marketers.