Title: Role of online trust, motivation, and social media usage behaviour on fake news sharing of Zoomers: moderating role of media literacy

Authors: Vivek Mishra; Piyush Gupta

Addresses: Birla Global University, IDCO Plot No. 2, Institutional Area, Gothapatna, Bhubaneswar, Odisha, 751029, India ' Birla Global University, IDCO Plot No. 2, Institutional Area, Gothapatna, Bhubaneswar, Odisha, 751029, India

Abstract: The study investigates the impact of online trust and motivation to use social media on social media usage behaviour and fake news sharing online. It further explores the impact of social media usage behaviour on fake news sharing online and the moderating role of media literacy on the relationship between online trust, motivation to use social media, and social media usage behaviour on fake news sharing online. Data collected from 259 students were analysed using structural equation modelling through Amos 23. As per the results, motivation to use social media significantly impacted social media usage behaviour but did not influence fake news sharing online. Online trust significantly impacted social media usage behaviour, as well as fake news sharing online, and, social media usage behaviour was found to be a strong predictor of fake news sharing online. Media literacy only moderated the relationship between social media usage and fake news sharing.

Keywords: brand communications; digital trust; fake news; motivation; social media usage; media literacy.

DOI: 10.1504/IJTMKT.2024.139732

International Journal of Technology Marketing, 2024 Vol.18 No.3, pp.269 - 288

Received: 17 Jan 2023
Accepted: 30 Sep 2023
Published online: 05 Jul 2024 *

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