What You Perceive Is What You Get: Enhancing Rumor-Combating Effectiveness on Social Media Based on Elaboration Likelihood Model

Rumors spread on social media overshadow the truth and trigger public panic. One effective countermeasure to address this issue is online rumor-combating. However, its effectiveness on social media has not been fully verified. In this study, drawing on construal level theory, we use temporal distance-the time interval between a rumor-combating post being released and receiving responses from social media users-to measure the effectiveness of rumor-combating. We also adopt elaboration likelihood model to explore the factors that could enhance this effectiveness. The empirical results show that perceptible (central route) factors, including the author's authoritative combating methods, media richness, and positive emotions, are negatively related to temporal distance and are more effective for enhancing rumor-combating effectiveness than imperceptible (peripheral route) factors, such as the author's influence and activeness. In addition, media richness exerts positive moderating effects on the relationship between perceptible route factors and rumor-combating effectiveness, implying that with the help of images or videos, rumor-combating effectiveness improves. This study addresses the need to enhance the effectiveness of rumor-combating and has practical implications for combating rumors in the social media.