Who inadvertently shares deepfakes? Analyzing the role of political interest, cognitive ability, and social network size

Abstract

The social and democratic implications of deepfakes (also deep fakes) technology are widely debated in the United States and elsewhere. Yet, we know surprisingly little about how online users engage with this newer form of disinformation. This study is one of the first to explore the inadvertent deepfakes sharing behavior of the citizenry. Drawing on survey data collected in the United States and Singapore, this study investigates the role of political interest, cognitive ability, and social network size in inadvertent deepfakes sharing. The findings suggest that those with higher political interests are more likely to share deepfakes inadvertently. Those with lower cognitive ability are also more likely to share deepfakes inadvertently. The moderation findings suggest that the relationship between political interest and deepfakes sharing is significantly moderated by network size. As such, the likelihood of politically interested citizens sharing deepfakes intensifies in more extensive social networks. These results are consistent across both contexts.