The "what" and "why" of fake news: an in-depth qualitative investigation of young consumers

PurposeDuring the postpandemic era, owing to the widespread integration of technology, a greater abundance of information is circulating among young consumers compared to any previous period. Consequently, there exists a possibility that the disseminated information may not be accurate and ultimately prove to be fake. The purpose of this study is to conceptualize fake news, the definition and drivers of fake news from the perspective of young consumers in the postpandemic period.Design/methodology/approachA qualitative study was undertaken in the current study. A total of 30 interviews were conducted utilizing semistructured questionnaires. The interviews were audio recorded and subsequently transcribed. The data was analyzed using the Gioia methodology.FindingsThe study proposes a definition of fake news from the perspective of young consumers. Further, drawing on attribution theory, the three categories of reasons for sharing fake news were delineated: content related, source related and user related.Practical implicationsDrawing on the findings of the study, policymakers and other stakeholders working on the issues of fake news can acquaint themselves with the underlying reasons. Furthermore, they can devise policies to prevent the sharing of fake news.Social implicationsIt is important for practitioners and society to understand the reasons behind the sharing of fake news among young consumers to combat the spread.Originality/valueThe present study will contribute to the literature by understanding the perspective of young consumers who intentionally or unintentionally share fake news. Additionally, attribution theory is used in the context of fake news to understand the dissemination behavior.