Intangible capital at risk: Media richness and fake news

Abstract

Purpose: This research examines the global threat of spreading false information by analysing how perceived media richness influences international students’ decision-making during information seeking. Despite extensive research on the harmful effects of fake news on social media, a gap remains in understanding the causal pathways of false news acceptance and the mediating role of content richness.

Design/methodology/approach: The study integrates media richness theory, internet dependency theory, and parasocial interaction theory to develop a conceptual framework. The participants included 345 students enrolled at private universities in Spain. The data were analysed quantitatively using structural equation modelling (SEM) with SmartPLS.

Findings: Results showed that internet dependency (IDR), information seeking (IS), and parasocial interaction (PSI) positively affect fake news acceptance behaviour (FNB). Additionally, perceived media richness (PMR) significantly mediates the relationships among IDR, IS, PSI, and FNB. Therefore, a higher perception of media richness enhances the cognitive and emotional effects of online content, making individuals more vulnerable to false information.

Originality/value: These findings clarify the mechanisms behind misinformation perception and aid in conceptualising intangible assets - trust, credibility, and decision-making among social media-active students in the digital environment. From a strategic standpoint, it offers practical insights for universities and policymakers on social media communication strategies.