A Qualitative Exploration of the Impact of Social Media Disinformation on Social Media Use

Social media disinformation continues to increase and negatively affect the digital and physical world. Disinformation often has negative consequences on individuals, social groups, organizations, societies and governments. The introduction of platform and regulator policies addressing disinformation has had nominal and sometimes negative effect. Users keep being exposed and in response adapt their views, practices and behaviours. In this study we interviewed fifteen active social media users about disinformation’s impact on their social media behaviours. Studying user’s behavioural responses to disinformation may provide strategies for effective platform rules and governance. We find participants adapting and maladapting behaviours, and that disinformation receives critical evaluation when negative language or exaggerated claims are made. We also find strong topic interest drives user engagement. Finally, we propose a model of Social Media Disinformation Processing that provides a conceptual framework to explain social media user’s adapted behaviours in response to disinformation.