Social Media Misinformation Wars: How Message Features, Political Cynicism, and Conspiracy Beliefs Shape Government-Led Public Health Debunking Effectiveness

Xinzhi Zhang; Tai-Quan Peng; Qinfeng Zhu

doi:10.1177/10776990251334107

Social Media Misinformation Wars: How Message Features, Political Cynicism, and Conspiracy Beliefs Shape Government-Led Public Health Debunking Effectiveness

Xinzhi Zhang^*, Tai-Quan Peng, Qinfeng Zhu

^*Corresponding author for this work

Department of Media and Communication

Research output: Journal Publications and Reviews › RGC 21 - Publication in refereed journal › peer-review

Abstract

This study investigates the effectiveness of public health institutions’ misinformation debunking on social media by examining the impact of message features—social media intermediaries, message framing, and social cues—alongside the moderating roles of political cynicism and conspiracy beliefs. We conducted preregistered survey experiments in Hong Kong, the Netherlands, and the United States (total N = 2,769). Results show that sponsored messages outperformed AI recommendations. Causal framing would backfire for the cynics (in both Hong Kong and the Netherlands). In the United States, peer-shared messages enhanced source and message evaluations among those with higher conspiracy beliefs. © 2025 AEJMC

Original language	English
Pages (from-to)	1-33
Number of pages	33
Journal	Journalism & Mass Communication Quarterly
DOIs	https://doi.org/10.1177/10776990251334107
Publication status	Online published - 14 May 2025

Bibliographical note

Information for this record is supplemented by the author(s) concerned.

Funding

This work is supported by the General Research Fund (GRF) by the Research Grants Council (RGC) in the Hong Kong SAR (project no.: 12602420).

Research Keywords

misinformation intervention
debunking messages
public policy
global governance
social media intermediary
message framing
social cues
political cynicism
conspiracy belief
heuristic-systematic model
survey experiment

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

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10.1177/10776990251334107

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title = "Social Media Misinformation Wars: How Message Features, Political Cynicism, and Conspiracy Beliefs Shape Government-Led Public Health Debunking Effectiveness",

abstract = "This study investigates the effectiveness of public health institutions{\textquoteright} misinformation debunking on social media by examining the impact of message features—social media intermediaries, message framing, and social cues—alongside the moderating roles of political cynicism and conspiracy beliefs. We conducted preregistered survey experiments in Hong Kong, the Netherlands, and the United States (total N = 2,769). Results show that sponsored messages outperformed AI recommendations. Causal framing would backfire for the cynics (in both Hong Kong and the Netherlands). In the United States, peer-shared messages enhanced source and message evaluations among those with higher conspiracy beliefs. {\textcopyright} 2025 AEJMC",

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author = "Xinzhi Zhang and Tai-Quan Peng and Qinfeng Zhu",

note = "Information for this record is supplemented by the author(s) concerned. ",

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doi = "10.1177/10776990251334107",

language = "English",

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journal = "Journalism & Mass Communication Quarterly",

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Social Media Misinformation Wars: How Message Features, Political Cynicism, and Conspiracy Beliefs Shape Government-Led Public Health Debunking Effectiveness. / Zhang, Xinzhi; Peng, Tai-Quan; Zhu, Qinfeng.
In: Journalism & Mass Communication Quarterly, 14.05.2025, p. 1-33.

Research output: Journal Publications and Reviews › RGC 21 - Publication in refereed journal › peer-review

TY - JOUR

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T2 - How Message Features, Political Cynicism, and Conspiracy Beliefs Shape Government-Led Public Health Debunking Effectiveness

AU - Zhang, Xinzhi

AU - Peng, Tai-Quan

AU - Zhu, Qinfeng

N1 - Information for this record is supplemented by the author(s) concerned.

PY - 2025/5/14

Y1 - 2025/5/14

N2 - This study investigates the effectiveness of public health institutions’ misinformation debunking on social media by examining the impact of message features—social media intermediaries, message framing, and social cues—alongside the moderating roles of political cynicism and conspiracy beliefs. We conducted preregistered survey experiments in Hong Kong, the Netherlands, and the United States (total N = 2,769). Results show that sponsored messages outperformed AI recommendations. Causal framing would backfire for the cynics (in both Hong Kong and the Netherlands). In the United States, peer-shared messages enhanced source and message evaluations among those with higher conspiracy beliefs. © 2025 AEJMC

AB - This study investigates the effectiveness of public health institutions’ misinformation debunking on social media by examining the impact of message features—social media intermediaries, message framing, and social cues—alongside the moderating roles of political cynicism and conspiracy beliefs. We conducted preregistered survey experiments in Hong Kong, the Netherlands, and the United States (total N = 2,769). Results show that sponsored messages outperformed AI recommendations. Causal framing would backfire for the cynics (in both Hong Kong and the Netherlands). In the United States, peer-shared messages enhanced source and message evaluations among those with higher conspiracy beliefs. © 2025 AEJMC

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KW - debunking messages

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KW - global governance

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KW - conspiracy belief

KW - heuristic-systematic model

KW - survey experiment

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DO - 10.1177/10776990251334107

M3 - RGC 21 - Publication in refereed journal

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JO - Journalism & Mass Communication Quarterly

JF - Journalism & Mass Communication Quarterly

ER -

Social Media Misinformation Wars: How Message Features, Political Cynicism, and Conspiracy Beliefs Shape Government-Led Public Health Debunking Effectiveness

Abstract

Bibliographical note

Funding

Research Keywords

UN SDGs

Access Output

Other Access Options

Permanent Link

Other Files and Links

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GRF: Why fact-checking fails? Factors influencing the effectiveness of corrective messages countering misinformation on social media: A comparison of Hong Kong, the United States, and the Netherlands

Cite this

Social Media Misinformation Wars: How Message Features, Political Cynicism, and Conspiracy Beliefs Shape Government-Led Public Health Debunking Effectiveness

Abstract

Bibliographical note

Funding

Research Keywords

UN SDGs

Access Output

Other Access Options

Permanent Link

Other Files and Links

Fingerprint

Projects

GRF: Why fact-checking fails? Factors influencing the effectiveness of corrective messages countering misinformation on social media: A comparison of Hong Kong, the United States, and the Netherlands

Cite this