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The Effect of Online WOM (Word of Mouth) and Regulatory ChallengeFocusing on News Sharing in Social Media
Inyoung Park, Daeho Lee
Dept. of Interaction Science
Sungkyunkwan University| Seoul, South Korea
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News sharing in social media
Intention to news share
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Increase in news subscriptions from social media
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New trend of news contentsSoaring share of news contents in social media
- Many types of social log-in service; easy to sharing news.- Various experimental attempts on news format.- Rise of news intermediaries; social bookmarking sites, microblogging, etc.Online news is often delivered through multiple sources.
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Problems
In recent years, fake news stories have proliferated via social media, in part because they are so easily and quickly shared online.
“fake news” is defined as those news stories that are false: the story itself is fabricated, with no verifiable facts, sources or quotes.
Source: University of Michigan Library, http://guides.lib.umich.edu/fakenews
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7 Types of fake news
Source: University of Michigan Library, http://guides.lib.umich.edu/fakenews
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News distribution channel
Mobile channel penetration into portal sites and Facebook
Social media news Daily news
Portal front
Portal news
Portal searching
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Research Questions
RQ1. Do social media(SNS) channel and portal channel differ in sharing intentions?
RQ2. How will the spread of Post-Truth Contents (fake news) vary according to media channels?
2.1 When watching news on an SNS channel, what is more likely to affect news sharing intention among news value and online word of mouth motivations?
2.2When watching news on an Portal channel, what is more likely to affect news sharing intention among news value and online word of mouth motivations?
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Literature Review
• Newsworthiness model
Is the event timely or proximate?
Coverage of medium prominence
No Yes
No coverage Coverage of low prominence
Coverage of medium prominence Coverage of high prominence
Deviance Level of the Event
Social Significance Level of the Event
Low High
Low
High
< Theoretical Newsworthiness Model to Predict the Prominence with which Events will be Covered by US. Mass media >
Shoemaker, P. J., Danielian, L. H., & Brendlinger, N. (1991). Deviant
acts, risky business and US interests: The newsworthiness of world
events. Journalism Quarterly, 68(4), 781-795.
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Literature Review
• Word of MouthLee, C. S., & Ma, L. (2012). News sharing in social media:
The effect of gratifications and prior experience. Computers
in Human Behavior, 28(2), 331-339.Chatterjee (2001) noted that online word-of-mouth effects lead to potential
buyers' purchase intentions, and many information recipients can access
WoM without restriction of time and space.
Recent research on E-WoM(electronic word of mouth) communication
has been conducted in conjunction with online community and SNS
(Kim & Lee, 2012).
According to previous studies, consumers intentionally use more online
communities to get WoM information, and as more people are introduced,
the interaction in the community becomes more active, resulting in greater
online word-of-mouth effects (Elliott, 2002).
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Research Model
Information Seeking
Sociability
SocialSignificance
Deviance
StatusSeeking
Entertainment
Intention to news share
H1
H2
H3 H4 H5 H6
News values
Motivations of E-WoM
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Survey experiment
• Research topics: News story sharing in social media
• Subject: South Korean Men and women who have experiences of sharing news on Facebook (N = 300)
• Experimental online research using national panel of professional online research company
Phase 1.Experiment material
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Survey experiment
• Research topics: News story sharing in social media
• Subject: South Korean Men and women who have experiences of sharing news on Facebook (N = 300)
• Experimental online research using national panel of professional online research company
Phase 2.Experiment material
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Descriptive Statistics of respondents’ characteristics
Demographics Category Number Percentage(%)
GenderMale 154 51%
Female 149 49%
Age
20s 53 18%
30s 95 31%
40s 95 31%
Over 50s 60 20%
Education
High school Diploma
29 10%
1-3 years of College 19 6%
Bachelor’s degree 218 72%
Graduate students 3 1%
Graduate degree 34 11%
Demographics Category Number Percentage(%)
Number ofFamily
1 27 9%
2 39 13%
3 64 21%
4 140 46%
Over 5 33 11%
Experience insharing
facebooknews
Under 1 year 28 9%
1 yea~3years 95 32%
3years~5years 116 38%
5years~7years 42 14%
More than 7 years 22 7%
Total 303
51%49%Male
Female
18%
31%31%
20%20s
30s
40s
50s
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Reliability and Validity Analysis
Deviance
SocialSigni-ficance
Inform-ationSeeking
Sociality
StatusSeeking
Entertain-ment
Intentionto
Share
This news deals with events that are so dynamic that the movements of related persons or groups are reminiscent.
This news has stories about who, when, and what to do.
This news is dramatic.
This news deals with events that appeal to emotions.
This news deals with events that have a large impact on society.
This news helps to integrate social members.
This news includes information needed by general society members.
This news deals with events that affect social opinion leaders.
This news deals with international and diplomatic events.
It is easy to retrieve information when I need.
To keep up to date on the latest news and events.
It helps me to store useful information.
It helps to get opinions of various people.
It helps to obtain similar or related information.
I can interact with people when sharing news.
To keep in touch with people.
It is effective to exchange ideas with other people.
This helps to build good relationships with others.
It helps me feel important when sharing news.
It helps to look good when sharing news stories.
It makes me feel like a famous person when sharing news.
It helps me to gain status when sharing news stories.
This helps me gain social status.
To combat boredom
It helps me relax.
It helps me pass time.
It's fun to share news on social media.
Sharing news with social media makes me feel at ease.
I intend to share news stories in social media in the future.
I expect to share news stories contributed by other users.
I plan to share news stories in social media regularly.
I think the act of sharing news is meaningful.
I think this news article is worth sharing.
This makes it easier to contact others.
Variables Items ReferencesDescriptions
PortalSNS
PortalSNS
PortalSNS
PortalSNS
PortalSNS
PortalSNS
PortalSNS
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Result of structural modeling analysis
Information Seeking
Sociability
SocialSignificance
Deviance
StatusSeeking
Entertainment
Intention to news share
H1
H2
H3 H4 H5 H6
*
***
*** *
Supported
Supported
Supported
Supported
Not supported
Not supported
channel
SNS channel
News values
Motivations of E-WoM
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Result of structural modeling analysis
Information Seeking
Sociability
SocialSignificance
Deviance
StatusSeeking
Entertainment
Intention to news share
H1
H2
H3 H4 H5 H6
Portal channel
*** ***
***
Not supported
Not supported
Not supported
Supported
Supported
Supported
Portal channel
News values
Motivations of E-WoM
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Result of Hypothesis Testing Analysis
Portal channelchannel
Information Seeking
Sociability
SocialSignificance
Deviance
StatusSeeking
Entertainment
Intention to news shareH2
H3 H4 H5 H6
H1
News values
Motivations of E-WoM
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Result
It was found that the intention of the news sharing is significantly different depending on the media channel.
As for the sharing news on the SNS channel, there was a high degree of deviance that was novel and interesting among news values; the more people see the news on their social media channels, the more they feel new and exciting. However, on the portal news, the tendency of information seeking to obtain information and exchange opinion was the highest among online word-of-mouth motivations.
These results indicate that even if the same news is shared, the content shared by acquaintances tends to bebelieved. Along with this, it throws a side-light on the individuals’ indifference to the truth that it might lead toindifference to overall truth on the society.
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Result & Regulatory Challenge
First, need quick correction & fact-check press line as quick and easy as sharing news.
Second, need transparently opened algorithms for posting on social media.
Third, need to self-monitoring how the social networks that share the news contents around us are organized.
Therefore, We
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Discussion and Implication
-Only one type of news contents was used in the given two channels for questionnaire; therefore, it might not reflect all of the respondents’ interests.-It is assumed that more diverse articles would have the better reflection of reality.
Limitations Implications
-This study identifies the necessity of checking the newsarticle distribution network in addition to the facts of the articles.
-This study can be utilized as a policy ground of Internet communication in terms of establishing an online trust ecosystem, such as reducing the overall trust cost and preventing the spread of fake news.
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Bickart, B., & Schindler, R. M. (2001). Internet forums as influential sources of consumer information. Journal of interactive marketing, 15(3), 31-40.
Braun, J. A. (2009). Rehashing the gate: News values, non-news spaces, and the future of gatekeeping (Doctoral dissertation, Cornell University).
Burr, V. (1998). Overview: Realism, relativism, social constructionism and discourse. Social constructionism, discourse and realism, 13-26.
Coman, A., Momennejad, I., Drach, R. D., & Geana, A. (2016). Mnemonic convergence in social networks: The emergent properties of cognition at a collective level. Proceedings of the National Academy of Sciences, 201525569.
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Harcup, T., & O'neill, D. (2001). What is news? Galtung and Ruge revisited. Journalism studies, 2(2), 261-280.
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