부산대학교 도서관

This study aims to examine how users' positive bias and level of persuasion knowledge can influence the judgment on the falsity of fake news. To this end, research was conducted through quantitative and qualitative methods. To begin with, we found out several meaningful results through examining the fake news to brand in a quantitative way. Firstly, the identification with product brand affected, even though not statistically significant, the judgment on the falsity, importance and reliability of fake news, Secondly, it was shown that brand identification had influence on the evaluation to the brand which was a news source. Third, the brand identification affected the level of persuasive knowledge. Forth, there was a high possibility of additional information check and news dissemination regardless of brand identification. The finding from the in-depth interview with media reporters, public relations practitioners, and an academic researcher was as follows. It was discussed that the social problem originated from fake news is serious and its spread is done mainly through SNS, as well as media education is required for settling the problem. Lastly, they suggested that in order to acquire the media credibility, the measures to root out fake news should be come up with. The results of the survey on the perception of quality methods for fake news