The “Whole-Of-Society” Approach for Misinformation Correction: How Expert Didactic TikTok Videos Motivate Citizen Fact-Checking and Vaccine Promotion

This study employs an experimental design to examine the effects of expert didactic corrective TikTok videos on motivating people's intentions to engage in citizen fact-checking and vaccine promotion. Our findings reveal that participants who watched expert didactic debunking videos, compared to those viewing layperson testimonial videos, reported higher intentions to correct others' misperceptions of COVID-19 vaccines and promote COVID-19 vaccines to those who have not completed the recommended vaccination. The impacts of expert didactic videos on fact-checking and vaccine-promoting intention are mediated by participants' perceived expertise of the video's source. Our findings contribute to the theoretical understanding of how multimodal correction messages motivate individuals' intentions for interpersonal behavioral outcomes. Practically, our research emphasizes the "whole-of-society" approach to combating health misinformation on video-based platforms such as TikTok.