Sharing or Not: Psychological Motivations of Brand Rumors Spread and the Stop Solutions

Interaction between official institutions and influential users of rumor control in online social networks

Online interactions have become major channels for people to obtain and disseminate information during the new normal of COVID-19, which can also be a primary platform for rumor propagation. There are many complex psychological reasons for spreading rumors, but previous studies have not fully analyzed this problem from the perspective of the interaction between official institutions and influential users. The purpose of this study is to determine optimal strategies for official institutions considering the impact of two different influential user types (trolls and reputed personalities) by designing two game-theoretic models, namely "Rumor Clarification and Interaction Model" and "Rumor Verification and Interaction Model," which can, respectively decide whether to clarify and when to clarify. The results of this article show that clarification strategies can be decided according to the characteristics of rumors and the influential user's reactions. Meanwhile, publishing verified information prevents trolls' "loophole advantages" and prevents reputed personalities from spreading false information due to the vague authenticity of rumors. Results also show that the verification strategy is limited by cost, period, and verification index.