Munich Personal RePEc Archive

Fake News Acceptance by Demographics and Culture On Social Media

Sheikh, Muhammad Ammad and Mumtaz, Talha and Sohail, Nabeel and Ahmed, Bilal and Noor, Zain (2021): Fake News Acceptance by Demographics and Culture On Social Media.

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Abstract

The objective for this research to find the effects of sub dimension of culture which is masculinity/femininity, individualism/collectivism, power distance and uncertainty avoidance but comprehensibility is a mediator so in which it effects social media usage. In our research the 4 sub dimension of culture, comprehensibility, fake news intension to social media usage and social media usage is an independent variable but on the other hand fake news and it all social media apps like Facebook, Instagram, Snapchat and WhatsApp which is a dependent variable. For this research, the data is collected from around 200 students in general from Karachi. The target population for this research are the Facebook and all social media users specifically in Karachi. The sampling technique that we chose is simple random probability design. PLS-SEM is the statistical technique used in our conducting research. The instrument used in this research is Questionnaire to collect data from the target audience. The findings of the research indicated that fake news intension to social media usage have a significant positive impact on social media usage. Similarly, comprehensibility has significant positive effect on fake news intension to social media usage. But individualism/collectivism has negative insignificant effect on comprehensibility. Power distance has negative insignificant effect on comprehensibility. Comprehensibility toward the sub dimension of culture which include masculinity/femininity and uncertainty avoidance has a significant positive effect on the sub dimension of culture. This study will help the society, senior management stakeholders, and policymakers in the country when it comes to the propagation of fake news on social media usage.

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