The Effect of Big Five Personality Traits and Self-Efficacy on the Acceptance and Spread of Fake News in Social Media

Abstract

The credibility of the news on social media is very low. Fake news has a very negative effect on consumers and brands. In this direction, the purpose of this study is to examine the effect of consumer personality traits and self-efficacy on the acceptance of fake news on social media and the intention to use these news. An online questionnaire was conducted on 408 consumers selected by convenience sampling method. The data were analyzed using the SPSS package program. According to findings, it was determined that extraversion and emotional balance (neuroticism), among the big five personality traits, were effective on the acceptance of fake news; however, the dimensions of openness to experience, agreeableness and conscientiousness were not. Self-efficacy does not have a significant effect on the acceptance of fake news; besides, the acceptance of fake news is effective on the intention to use fake news.

Keywords

• Big Five Personality Traits
• Self-Efficacy
• Acceptance of Fake News
• Spread of Fake News

Beş Büyük Kişilik Özelliği ve Öz Yeterliliğin Sosyal Medyada Yer Alan Sahte Haberlerin Kabulü ve Yayılması Üzerindeki Etkisi

Öz

Sosyal medyada yer alan haberlerin güvenilirliği oldukça düşüktür. Sahte haberler tüketiciler ve markalar üzerinde oldukça olumsuz etkiler bırakmaktadır. Bu doğrultuda, bu çalışmanın amacı tüketicilerin kişilik özelliklerinin ve öz yeterliliklerinin sosyal medyada yer alan sahte haberlerin kabulü ve bu haberleri kullanma niyeti üzerindeki etkisini incelemektir. Kolayda örnekleme yöntemiyle belirlenen 408 tüketici üzerinde çevrimiçi anket uygulaması yapılmıştır. Veriler SPSS paket programı aracılığıyla analiz edilmiştir. Araştırmanın bulguları sonucunda, beş büyük kişilik özelliği boyutlarından dışa dönüklük ve duygusal denge (nevrotiklik) boyutlarının sahte haberlerin kabulü üzerinde etkili olduğu; fakat deneyime açıklık, uyumluluk ve sorumluluk boyutlarının etkili olmadığı; öz yeterliliğin sahte haberlerin kabulü üzerinde anlamlı bir etkisinin bulunmadığı; sahte haberlerin kabulünün sahte haberleri kullanma niyeti üzerinde etkili olduğu tespit edilmiştir.

Anahtar Kelimeler

• Beş Büyük Kişilik Özelliği
• Öz Yeterlilik
• Sahte Haberlerin Kabulü
• Sahte Haberlerin Yayılması

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