Fake news: Acceptance by demographics and culture on social media

Fake news has trumped up attention across cultures from the United States Elections to the Arab Spring. While political marketers have long used the language of fear and persuasion in their messaging, social media has intensified its impact. The purpose of this study is to investigate the influence of demographics and culture on the spread of fake news via social media. Based on a quantitative study, it finds that culture has the most significant impact on the spread of fake news. Results shows that age and not gender or education has a greater influence on the acceptance of fake news in particular cultures.