Determinants of users' unverified information sharing on social media platforms: A herding behavior perspective

The proliferation of unverified or false information by irresponsible users can significantly amplify the spread of misinformation or fake news. Despite growing research on unverified information sharing, a comprehensive understanding of the varying influences of different factors and strategies to mitigate this issue remains under investigation. To address this research gap, this study, rooted in the theory of herd behavior, develops, and tests a model theorizing the reasons behind social media users' unverified information sharing. Data was collected from 510 respondents across six regions of China using a convenience sampling method. The collected data was analyzed using Mplus. The results from this study indicated that perceived severity, state uncertainty, and herding have a significant positive influence on unverified information sharing. These results enrich the understanding of unverified information-sharing behavior among Chinese social media users. Drawing from these results, we suggest platform administrators and policymakers mitigate herd behavior tendencies and stem the spread of misinformation by disseminating timely, accurate, and authoritative information. Since this action will reduce users' perceptions of severity and uncertainty. Social media users are also advised to stay vigilant over the implications of herd behavior and foster a more critical attitude towards information sharing.