Individual differences in perceiving disinformation sharing as opinion leadership: Effects of dark triad traits, need for uniqueness, and green identity

Disinformation about climate change is spreading on social media. When influencers (those with large followings on social media) post disinformation, other users may amplify it through liking or sharing. This paper examines individual differences in perceiving influencers as opinion leaders when they post climate change disinformation. In an online study with 313 US Instagram users, we explored the role of dark triad traits, need for uniqueness (NFU), and green identity. We also explored the impact of AI (virtual) and human influencers and the apparent consensus of others with the disinformation post. We found that dark triad traits and NFU were positively associated with perceptions of opinion leadership when influencers post disinformation. Green identity was negatively associated with these perceptions. Perceived opinion leadership was similar for AI and human influencers. Finally, those who perceived opinion leadership were likely to amplify the message through word of mouth and engagement (likes or shares). • Dark triad traits relate to perceiving disinformation posters as opinion leaders. • Need for uniqueness relates to perceiving disinformation posters as opinion leaders. • Green identity protects against perceiving disinformation posters as opinion leaders. • AI and human disinformation posters are similarly perceived as opinion leaders. • Perceived opinion leaders achieve amplification through WOM and engagement.