Full length article
Who endorses conspiracy theories? A moderated mediation model of Chinese and international social media use, media skepticism, need for cognition, and COVID-19 conspiracy theory endorsement in China

https://doi.org/10.1016/j.chb.2021.106760Get rights and content

Highlights

  • International social media use is negatively associated with CTE.

  • Media skepticism was a significant mediator.

  • Need for cognition was a significant moderator.

Abstract

During the COVID-19 pandemic, various conspiracy theories have been circulating through social media platforms. Scholars have raised concerns about the negative ramifications of conspiracy theories, such as the deterrence of preventive measures. Against this backdrop, the current study analyzed an online survey (N = 731) from China and examined the conditional indirect effects of Chinese and international social media use on conspiracy theory endorsement (CTE) regarding COVID-19. Findings showed that Chinese social media use was not associated with CTE, while international social media use was negatively associated with CTE. Moreover, the significant association was mediated by media skepticism. Further, individuals' level of need for cognition (NFC) was found to moderate the indirect effect. That is, among people with higher levels of NFC, the negative indirect effect of international social media use on CTE became stronger. Theoretical and practical implications were discussed.

Keywords

COVID-19
Social media use
Conspiracy theory endorsement
Media skepticism
Need for cognition
China

Cited by (0)

Yan Su (corresponding author) is a PhD candidate at Murrow College of Communication, Washington State University. Su's research focuses on emerging communication technology in the context of politics and science. Su's recent research has appeared in peer-reviewed journals, including Telematics & Informatics, Social Media + Society, Journalism Studies, and Public Understanding of Science.

Danielle Ka Lai Lee is a PhD candidate at Murrow College of Communication, Washington State University. Lee studies emerging media technology and health communication.

Xizhu Xiao is an assistant professor at School of Journalism and Communication, Qingdao University. Dr. Xiao's research interests are at the intersection of health communication, strategic communication, and new media. Her recent research has been focused on social media and vaccination.

Wei Li is an assistant professor at School of Journalism and Communication, Xi'an International Studies University. Her research focuses on new media and international communication.

Wenxuan Shu is social science researcher who is interested in health communication and social change. Shu currently serves as a teaching assistant at Xi'an Jiaotong University City College.

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