The impact of emotional vs rational message framing on social media users' detection and sharing of misinformation: an experimental study

Purpose This study aims to investigate the impact of message framing (emotional vs rational) on social media users' ability to accurately detect information and their intention to share messages about the COVID-19 vaccine. Design/methodology/approach Using an experimental design approach, the authors recruited 600 adult participants via a crowdsourcing platform. Participants were randomly assigned to receive emotional or rational messages and their ability to accurately detect information and intention to share messages were assessed. Findings The results showed a significant multivariate effect of message framing on both the detection of accurate information and intention to share ( p < 0.001). Participants who received emotional messages demonstrated better performance in the detection and sharing task than those who received rational messages. Gender and age also had significant main effects on the outcomes, with women performing better than men and younger participants performing better than older participants in detecting the accuracy of information. The interaction effects of the independent variables were not statistically significant ( p = 0.098). Originality/value The findings highlight the importance of considering emotional factors in combating the spread of messages about the COVID-19 vaccine on social media. Practitioners responsible for social media content should strengthen the content review mechanism, with an emphasis on screening content with high emotional arousal.