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Understanding the Motivations Behind Knowingly Spreading Rumors on Social Media Using Q Methodology

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Wisdom, Well-Being, Win-Win (iConference 2024)

Part of the book series: Lecture Notes in Computer Science ((volume 14597))

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Abstract

“Knowingly spreading rumors” has become an increasingly prevalent and seriously damaging phenomenon, yet existing research failed to provide enough theoretical explanations and empirical investigations of this issue. To bridge this research gap, this study utilizes the Q-methodology, which combines qualitative and quantitative approaches, to comprehensively explore the underlying core motivations and individual differences among social media users who knowingly spread rumors. By collecting, screening, and validating statements that encompass various reasons for knowingly spreading rumors on social media, we constructed a Q-set consisting of 44 statements. Subsequently, we invited 275 P-samples (in Q-methodology research, “P-samples” refer to the participants) to perform Q-sorting. Through factor analysis, we identified four types of motivations for knowingly spreading rumors on social media: Personal Involvement Type, Social Status Seeking Type, Entertainment Value Enhancement Type, and Uncertainty Reduction Type. Furthermore, our exploration delved into the unique relationships between these motivation types and demographic variables. The findings of this study not only broaden the boundaries of research within the realm of rumor spreading but also inspire further scholarly investigations into this under-examined behavior. This study also offers practical guidance for social media platforms, debunking organizations, and educational institutions, empowering them to develop effective strategies for preventing and intervening in the knowingly spread of rumors.

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Acknowledgements

The work described in this paper was partially supported by grants from the National Natural Science Foundation of China (Project No. 72274144, 72311540158), and the Humanities and Social Sciences Foundation of the Ministry of Education, China (Project No. 22YJA870013).

Author information

Authors and Affiliations

  1. School of Information Management, Wuhan University, Wuhan, 430072, China

    Xiao-Liang Shen & Qianwen Qian

  2. Economics and Management School, Wuhan University, Wuhan, 430072, China

    You Wu

Authors
  1. Xiao-Liang Shen
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  2. Qianwen Qian
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Correspondence to Xiao-Liang Shen .

Editor information

Editors and Affiliations

  1. iSchool organization, Berlin, Germany

    Isaac Sserwanga

  2. University of Tsukuba, Tsukuba, Japan

    Hideo Joho

  3. Jilin University, Changchun, China

    Jie Ma

  4. Stockholm University, Kista, Sweden

    Preben Hansen

  5. Wuhan University, Wuhan, China

    Dan Wu

  6. University of Tsukuba, Tsukuba, Japan

    Masanori Koizumi

  7. University of California, Los Angeles, CA, USA

    Anne J. Gilliland

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Shen, XL., Qian, Q., Wu, Y. (2024). Understanding the Motivations Behind Knowingly Spreading Rumors on Social Media Using Q Methodology. In: Sserwanga, I., et al. Wisdom, Well-Being, Win-Win. iConference 2024. Lecture Notes in Computer Science, vol 14597. Springer, Cham. https://doi.org/10.1007/978-3-031-57860-1_12

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  • DOI: https://doi.org/10.1007/978-3-031-57860-1_12

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-031-57859-5

  • Online ISBN: 978-3-031-57860-1

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