Why do people share fake news? Associations between the dark side of social media use and fake news sharing behavior

Research output: Contribution to journalArticleScientificpeer-review


Research units

  • K.J. Somaiya Institute of Management Studies and Research
  • North West University
  • Lahore Garrison University
  • King Faisal University


The current study examines the associations of the dark side of social media use and fake news sharing behavior among social media users. A large cross-sectional data from 1022 social media users are collected to test the research model, formulated using social comparison theory, self-determination theory, rational choice theory and seminal work on psychology and communication. The study results suggest that online trust, self-disclosure, fear of missing out (FoMO), and social media fatigue are positively associated with the sharing fake news (intentionally). In contrast, social comparison has a negative association. The study findings also indicate that online trust has negative association with authenticating news before sharing. The study concludes with some implications for policy makers and marketers that could be useful in protecting society and brands from the perils of the misuse of social media and fake news.


Original languageEnglish
Pages (from-to)72-82
Number of pages11
JournalJournal of Retailing and Consumer Services
Publication statusPublished - 1 Nov 2019
MoE publication typeA1 Journal article-refereed

    Research areas

  • Cross-sectional study, Fear of missing out (FoMO), Self-disclosure, Social comparison, Social media fatigue and trust

ID: 34902749