Analysis of user verification behavior towards misinformation in social media

Developments in information and communication technologies have led to changes in the production, distribution and consumption of information. These changes have negative consequences as well as positive effects. The rise of social media in the consumption of information and news has led to concerns about the accuracy of the information. For this reason, the problem of misinformation, has become a subject that needs to be investigated. In this study, verification behaviors for false or suspicious information in social media were examined using the mixed method. In the quantitative part of the study, comparisons were made between demographic variables and survey questions with t-test, and MANOVA analyzes. In addition, the model proposed within the framework of the Elaboration Likelihood Model and the Theory of Planned Behavior were analyzed by Structural Equation Modeling. As a result of the analysis, hypotheses regarding the effect of systematic information processing and information quality factors, which are the central route, on attitude were accepted. While the hypotheses developed for the effect of source credibility and message interaction level, which are determined as peripheral route, on attitude were accepted, the other peripheral factor, homophily hypothesis, was rejected. In addition, it was found that there was a positive relationship between attitude and perceived behavioral control and verification intention, while subjective norms had no effect on intention. In the qualitative part of the research, semi-structured in-depth interviews were conducted with 15 participants and the findings were conveyed under the determined themes. Keywords: Social media, Misinformation, Verification behavior