دانش تشخیص اطلاعات، تعدیل‌گر کنشگری کاربران ایرانی رسانه‌های اجتماعی

Predicting information sharing by social media users in Iran serves multiple objectives, including understanding their attitudes, experiences, and engagement. This study examines the information-sharing behavior of Iranian social media users and investigates the moderating role of information discernment knowledge. The primary aim of this research is to predict the factors influencing information sharing among Iranian users and to examine how information discernment knowledge moderates this behavior on social media. Users’ attitudes toward information sharing are shaped by various motivations, and understanding these factors can help develop effective strategies to optimize information sharing and enhance the quality of shared content. This study is applied in purpose and descriptive-survey in methodology. Data were collected through an online questionnaire distributed to 697 social media users in Iran using convenience sampling. Structural equation modeling (SEM) was employed to analyze the data using AMOS software. The results indicate that Iranian users engage in information sharing on social media through various actions, with information discernment knowledge playing a moderating role. Specifically, users share information with motivations such as information seeking, location seeking, social relationship building, extracommunal interaction, and collective perception. Moreover, users’ awareness and knowledge of misinformation reduce the tendency to share false information on social media.
Extended Abstract:
Introduction
In general, predicting information sharing behavior on social media requires attention to various factors. These factors can affect information sharing behavior. Among these, we can mention the cognitive ability of users, which can help them recognize the authenticity and accuracy of information. Also, the structure and design of social platforms also affect users' behavior in sharing information. In addition, strengthening information recognition knowledge in users can help improve the quality of information shared and prevent the spread of misinformation. This will lead to the expansion of awareness and positive interactions in the social media context. Information recognition can effectively moderate information sharing, especially in various contexts such as social media and user-generated content. Professional standards in information recognition can improve the quality of information among those sharing information and prevent the spread of misinformation. Therefore, the present study focused on the question of how to predict information sharing by social media users and whether information recognition knowledge can moderate it.
The theoretical framework of this study is grounded in the uses and gratifications theory, social influence theory, and social media dependency theory. The findings of this research can deepen our understanding of social media users’ engagement and provide clear strategic insights, as social media serves as a key tool in shaping and fostering user activism in contemporary society. This role emerges from the unique capabilities of social media in facilitating communication, information exchange, and enhancing the capacity to organize public opinion. The research questions address the primary objective of the study, namely predicting social media users’ engagement in information sharing and examining the moderating role of information discernment knowledge. Accordingly, the present study seeks to answer the following questions: 1. Does users’ “information seeking” lead to increased information sharing on social media? 2. Does users’ “location seeking” contribute to information sharing on social media? 3. Do users’ “social relationship building,” “extracommunal interaction,” and “collective perception” foster information sharing on social media? 4. Does users’ “information discernment knowledge” enhance information sharing on social media
Theoretical Basis and Conceptual Framework
Information sharing on social media by users means publishing and sharing content, opinions, experiences, and news on social platforms. This process greatly influences human communication and social interactions, and at the same time helps to shape collective attitudes and behaviors. This action allows users to easily convey their opinions and experiences to others. This action can help strengthen social connections and create online communities. In addition, in times of crisis, such as health or social crises, information sharing can help increase public awareness and quickly transmit vital information (Anspach & Carlson, 2018:3). Next, the research concepts are defined in the light of the theoretical framework of the research. Information sharing is derived from the theory of media use and gratification.
Information discernment knowledge refers to awareness of the functioning and characteristics of misinformation. Possessing sufficient knowledge and awareness about the nature of false information and news can help users reduce their tendency to share misleading content. Although users may not always have adequate awareness of new information or may be uncertain about its accuracy, they often still share it. Recognizing and understanding the credibility of information sources can therefore moderate the sharing of false information. When many active social media users repeatedly consume certain information and subsequently share it, this indicates that a large number of users have accepted false information as truth and are resharing it.
Methodology
The present study was conducted quantitatively using an online survey technique. The statistical population of this study is all users of the social networks Telegram, Instagram, WhatsApp, and Facebook, whose only source of receiving news and information is social media. The non-probability sampling method was used. Thus, a message was sent to the people available to the researcher on social networks stating their willingness to participate in the study and they were asked to receive and complete the questionnaire.
Advanced software (Sample Power) was used to determine the sample size for structural equation modeling. In calculating the sample size, the G power was calculated with an effect size of 0.15, alpha of 0.05, and power of 0.8 for the minimum sample size, which is 693. However, due to having a heterogeneous group and to increase generalizability, the sample size was increased to 770. From this number of questionnaires, about 697 usable responses were obtained. Data were collected from mid-June to the end of September (2023).
Findings and Conclusion
Social media are designed to facilitate social interactions. By providing communication platforms, users feel closer and more connected to each other, which can lead to stronger group perceptions. For this reason, information is quickly transmitted between users, which can lead to cultural changes. Concepts and variables such as social networking, extra-social interaction, and group perception are derived from the social media theory; they include any influence on individual feelings, thoughts, or behavior resulting from the actual presence or perceptions of others. The process of social media influence in groups can help spread misinformation. According to the social-influence theory and media addiction, to find better indicators to explain why users share information on social media, the degree of addiction to media content is significant. This is a key factor in understanding why and when audiences’ beliefs, feelings, and behaviors change; that audiences’ increasing dependence on social media for understanding the lived world and social actions is effective and meaningful. The degree of dependence on social media also depends on the information function and conflict existing in society.