Predictors of Fake News Sharing on Social Media during COVID-19 in South Asia: Evidence from Pakistan

Abstract

Spread of fake news has been rapidly increased in recent months and the determinants that lead the sharing of misleading information is not well studied. Henceforth, this study analyzes the result of a Pakistani sample (n=385) regarding proliferation of fake news regarding COVID-19. This phenomenon was studied by using uses and gratification framework it was extended by the altruistic motivation. An explanatory research design was followed, data was collected through questionnaire based on prior studies and respondents were approached through different social media websites and answers were collected through Google forms by following convenient sampling technique. Acquired responses were analyzed through regression model to investigate the magnitude of effects among the six categories of study on the result of fake news sharing. Findings showed that altruistic motivation was the main predictor of fake news sharing of COVID-19. Furthermore, other predictors i.e. motivation for information sharing, socialization gratification, motivation for seeking information and passing time were contributing in sharing fake news about COVID-19, while no relationship was found between entertainment motivation. This research suggested some theoretical and practical implications.