Not all seniors are equally vulnerable: subgroup pathways and configurations to brand-related fake information engagement

This study examines how seniors engage with brand-related fake information online. Using data from 406 seniors, structural equation modeling and fuzzy-set Qualitative Comparative Analysis reveal that information need, quality, and attitude drive perceived usefulness, which increases belief in and adoption of fake content. While credibility and deception detection show no direct effects, their configurations remain critical: high information need with low detection fosters acceptance, whereas low credibility and negative attitudes prompt rejection. These results highlight the complex nature of misinformation susceptibility and extend the Information Acceptance Model to guide interventions enhancing seniors’ digital resilience.