Abstract
Purpose—The Internet is a breeding ground for rumors. A way to tackle the problem involves the use of counter-rumors—messages that refute rumors. This paper analyzes users’ intention to follow rumors and counter-rumors as a function of two factors: individuals’ risk propensity and messages’ prior endorsement.
Design/methodology/approach—The paper conducted an online experiment. Complete responses from 134 participants were analyzed statistically.
Findings—Risk-seeking users were keener to follow counter-rumors compared with risk-averse ones. No difference was detected in terms of their intention to follow rumors. Users’ intention to follow rumors always exceeded their intention to follow counter-rumors regardless of whether prior endorsement was low or high.
Research limitations/implications—This paper contributes to the scholarly understanding of people’s behavioral responses when unbeknownstly exposed to rumors and counter-rumors on the Internet. Moreover, it dovetails the literature by examining how risk-averse and risk-seeking individuals differ in terms of intention to follow rumors and counter-rumors. It also shows how prior endorsement of such messages drives their likelihood to be followed.
Originality/value—The paper explores the hitherto elusive question: When users are unbeknownstly exposed to both a rumor and its counter-rumor, which entry is likely to be followed more than the other? It also takes into consideration the roles played by individuals’ risk propensity and messages’ prior endorsement.
Design/methodology/approach—The paper conducted an online experiment. Complete responses from 134 participants were analyzed statistically.
Findings—Risk-seeking users were keener to follow counter-rumors compared with risk-averse ones. No difference was detected in terms of their intention to follow rumors. Users’ intention to follow rumors always exceeded their intention to follow counter-rumors regardless of whether prior endorsement was low or high.
Research limitations/implications—This paper contributes to the scholarly understanding of people’s behavioral responses when unbeknownstly exposed to rumors and counter-rumors on the Internet. Moreover, it dovetails the literature by examining how risk-averse and risk-seeking individuals differ in terms of intention to follow rumors and counter-rumors. It also shows how prior endorsement of such messages drives their likelihood to be followed.
Originality/value—The paper explores the hitherto elusive question: When users are unbeknownstly exposed to both a rumor and its counter-rumor, which entry is likely to be followed more than the other? It also takes into consideration the roles played by individuals’ risk propensity and messages’ prior endorsement.
Original language | English |
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Pages (from-to) | 1721-1739 |
Number of pages | 19 |
Journal | Information Technology and People |
Volume | 34 |
Issue number | 7 |
Early online date | 1 Dec 2020 |
DOIs | |
Publication status | Published - 18 Nov 2021 |
Bibliographical note
© 2020, Emerald Publishing Limited. This is an author-produced version of the published paper. Uploaded in accordance with the publisher’s self-archiving policy. Further copying may not be permitted; contact the publisher for details.Keywords
- Rumor
- Counter-rumor
- RISK
- Health Information
- social media
- intention to follow
- Prior endorsement