Empowering users to combat fake news: factors influencing reporting intentions on social platforms

Purpose This study aims to explore the factors influencing the intention to report misinformation on social media platforms. By leveraging social cognitive theory, this research seeks to elucidate how new media literacy, altruism, social norms and online reporting self-efficacy interrelate and impact the propensity to report misinformation. Design/methodology/approach An online questionnaire was administered to social media users in China and Taiwan, gathering 472 valid responses. The survey incorporated constructs based on social cognitive theory, including self-efficacy, altruism, new media literacy and social norms. The data were analysed using partial least squares structural equation modelling and covariance-based structural equation modelling to validate the proposed hypotheses and research framework. Findings (i) New media literacy significantly influences online reporting intentions, with critical and functional consumption literacy playing a vital role. (ii) Altruism emerged as a crucial factor positively affecting online reporting self-efficacy and reporting intentions. (iii) Online reporting self-efficacy was a significant predictor of reporting intentions. (iv) Social norms positively influenced altruism, new media literacy and reporting intentions but did not directly affect self-efficacy in reporting. Originality/value This study contributes to the literature by shifting the focus from misinformation-sharing behaviours to the intention to report misinformation, an area that has received limited attention. By integrating social cognitive theory with new media literacy and altruism, the research provides a comprehensive framework for understanding the drivers of misinformation reporting. The findings offer practical implications for designing interventions and educational programs to enhance users’ media literacy and encourage proactive reporting of misinformation.