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

3 Citations (Scopus)

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)	161-193
Number of pages	33
Journal	Journalism & Mass Communication Quarterly
Volume	103
Issue number	1
Online published	14 May 2025
DOIs	https://doi.org/10.1177/10776990251334107
Publication status	Published - Mar 2026

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).

UN SDGs

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

SDG 16 Peace, Justice and Strong Institutions

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

RGC Funding Information

RGC-funded

Access Output

10.1177/10776990251334107

Other Access Options

Check CityUHK Library

Permanent Link

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Cite this

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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",

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",

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

year = "2026",

month = mar,

doi = "10.1177/10776990251334107",

language = "English",

volume = "103",

pages = "161--193",

journal = "Journalism \& Mass Communication Quarterly",

issn = "1077-6990",

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number = "1",

}

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, Vol. 103, No. 1, 03.2026, p. 161-193.

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

TY - JOUR

T1 - Social Media Misinformation Wars

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

PY - 2026/3

Y1 - 2026/3

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

KW - misinformation intervention

KW - debunking messages

KW - public policy

KW - global governance

KW - social media intermediary

KW - message framing

KW - social cues

KW - political cynicism

KW - conspiracy belief

KW - heuristic-systematic model

KW - survey experiment

UR - https://www.scopus.com/pages/publications/105005543526

UR - https://www.scopus.com/pages/publications/105005543526#tab=impact

U2 - 10.1177/10776990251334107

DO - 10.1177/10776990251334107

M3 - RGC 21 - Publication in refereed journal

SN - 1077-6990

VL - 103

SP - 161

EP - 193

JO - Journalism & Mass Communication Quarterly

JF - Journalism & Mass Communication Quarterly

IS - 1

ER -

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

Abstract

Funding

UN SDGs

Research Keywords

RGC Funding Information

Access Output

Other Access Options

Permanent Link

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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

Funding

UN SDGs

Research Keywords

RGC Funding Information

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