Challenging others when posting misinformation: a UK vs. Arab cross-cultural comparison on the perception of negative consequences and injunctive norms

This study investigates the factors influencing the willingness to challenge misinformation on social media across two cultural contexts, the United Kingdom (UK) and Arab countries. A total of 462 participants completed an online survey (250 UK, 212 Arabs). The analysis revealed that three types of negative consequences (relationship cost, negative impact on the person being challenged, futility) and also injunctive norms influence the willingness to challenge misinformation. Cross-cultural comparisons using t-tests showed significant differences between the UK and the Arab countries in all factors except the injunctive norms. Multiple regression analyses identified differences between the UK and Arab participants concerning which of the factors predicted the willingness to challenge misinformation. The findings suggest that participants’ self-reported injunctive norms play a significant role in shaping their willingness to engage in corrective actions across both cultural contexts. Moreover, UK participants’ reporting of how others perceive negative impact on the person being challenged and injunctive norms were significant predictors, while for the Arabs, only the perceived relationship costs emerged as a significant predictor. This study has important implications for policymakers and social media platforms in developing culturally sensitive interventions encouraging users to correct misinformation.