Examining Audience Engagement with Fact-Checking Posts on Social Media: The Impact of Attitudes, Self-Expression, and Topics in Hong Kong

This study investigates the dynamics of audience engagement with fact-checking posts on social media in Hong Kong, focusing on the effects of attitudes, self-expression, and topical relevance. By utilizing cognitive dissonance theory, the study examines the interplay between attitude consistency, source interactivity, and topic relevance, particularly vaccine-related issues. A 2x2x2 experimental design was employed, involving 90 participants who engaged with manipulated fact-checking posts. Results indicate that source interactivity significantly enhances intentions to share fact-checking content, while attitude consistency and topic relevance show limited effects on attention and credibility perceptions. These findings suggest that incorporating interactive features may bolster engagement with fact-checking efforts, offering valuable insights for fact-checking organizations and social media platforms aiming to combat misinformation.