Abstract

Purpose This study aims to understand the allure and danger of fake news in social media environments and propose a theoretical model of the phenomenon. Design/methodology/approach This qualitative research study used the uses and gratifications theory approach to analyze how and why people used social media during the 2016 US presidential election. Findings The thematic analysis revealed people were gratified after using social media to connect with friends and family and to gather and share information and after using it as a vehicle of expression. Participants found a significant number of fake news stories on social media during the 2016 US presidential election. Participants tried to differentiate between fake news and real news using fact-checking websites and news sources and interacted with the social media users who posted fake news and became part of the echo chamber. Behaviors like these emerged in the analysis that could not be completely explained by UGT and required further exploration which resulted in a model that became the core of this study. Research limitations/implications This is a small-scale exploratory study with eight diverse participants, findings should not be generalized to larger populations. Time-specific self-reporting of information from social media and fake news during the 2016 US presidential election. Upgrading public policies related to social media is recommended in the study, contributing to burgeoning policy discussions and provides recommendations for both purveyors of social media and public policymakers. Practical implications Upgrade in public policies related to social media is recommended in the study and contributes to burgeoning policy discussions and provides recommendations for both purveyors of social media and public policymakers. Social implications Social media users are spending increased time on their preferred platforms. This study increases the understanding of the nature, function and transformation of virtual social media environments and their effects on real individuals, cultures and societies.What is original/of value about the paper?This exploratory study establishes the foundation on which to expand research in the area of social media use and fake news. Originality/value This exploratory study establishes the foundation to expand research in the area of social media use and fake news.