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

Kumar, Aman; Shankar, Amit; Behl, Abhishek; Arya, Varsha; Gupta, Nakul


Aman Kumar

Amit Shankar

Varsha Arya

Nakul Gupta


A. Kumar

A. Shankar

A. Behl

V. Arya

N. Gupta


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.


Kumar, A., Shankar, A., Behl, A., Arya, V., & Gupta, N. (2023). Should I share it? Factors influencing fake news-sharing behaviour: A behavioural reasoning theory perspective. Technological Forecasting and Social Change, 193, Article 122647.

Journal Article Type Article
Acceptance Date May 15, 2023
Online Publication Date May 30, 2023
Publication Date 2023-08
Deposit Date Jul 2, 2024
Journal Technological Forecasting and Social Change
Print ISSN 0040-1625
Electronic ISSN 1873-5509
Publisher Elsevier
Peer Reviewed Peer Reviewed
Volume 193
Article Number 122647
Keywords Fake news sharing; Behavioral reasoning theory; Cognitive fluency; Believability; Joy of missing out; Fear of missing out
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