Effects of problem-recognition messages from different sources and cues-to-action on promoting corrective efforts on social media

Purpose Despite the effectiveness of correction in reducing misperceptions, individuals are often reluctant to correct misinformation on social media platforms. To enhance misinformation management efforts, this study investigates how best to motivate corrective efforts, using the situational theory of problem solving and the health belief model as guiding frameworks. Design/methodology/approach Two online survey experiments were conducted: one college student sample (Study 1, N = 458) and one adult sample recruited via a survey company (Study 2, N = 600). Both studies examined the effectiveness of problem-recognition messages and cues-to-action (CTA), from either the CDC or a layperson, on motivating corrections of raw milk misinformation, with a 3 (CDC high problem-recognition messages vs layperson high problem-recognition messages vs control) x 2 (CTA presence vs. absence) experimental design. Findings Both studies suggest that high problem-recognition messages from the CDC significantly increase correction intentions. The same problem-recognition messages from a layperson can also increase the correction intentions of college students (not adults). Surprisingly, CTA did not enhance corrective intentions for the adult sample recruited from a survey company but reduced corrective intentions among the college student sample. No significant interaction was found between problem-recognition messages and CTA on corrective intentions. Originality/value This study illuminates the effectiveness of using problem-recognition messages from an authoritative source and a layperson to motivate corrections. However, the unexpected results highlight the need for careful CTA design to avoid backfiring.