Empowering Fake-News Mitigation: Insights from Sharers' Social Media Post-Histories

Misinformation is a global concern and limiting its spread is critical for protecting democracy, public health, and consumers. We propose that consumers' own social media post-histories are an underutilized data source to study what leads them to share links to fake-news. In Study 1, we explore how textual cues extracted from post-histories distinguish fake-news sharers from random social media users and others in the misinformation ecosystem. Among other results, we find across two datasets that fake-news sharers use more words related to anger, religion and power. In Study 2, we show that adding textual cues from post-histories improves the accuracy of models to predict who is likely to share fake-news. In Study 3, we provide a preliminary test of two mitigation strategies deduced from Study 1 - activating religious values and reducing anger - and find that they reduce fake-news sharing and sharing more generally. In Study 4, we combine survey responses with users' verified Twitter post-histories and show that using empowering language in a fact-checking browser extension ad increases download intentions. Our research encourages marketers, misinformation scholars, and practitioners to use post-histories to develop theories and test interventions to reduce the spread of misinformation.