Examining Rumor Dissemination and Information Equivocality in Social Media Behavior

This research aims to analyze the impact of rumor dissemination and information equivocality on discontinuance behavior when influencers face negative rumors. As an influencer's follower count decreases, their credibility weakens, thereby reducing effectiveness product representation through brand ambassadors. The study adopted a quantitative approach with purposive sampling criteria, comprising total sample size 191 participants. test results indicate that does not significantly affect social media fatigue, while influence it. Additionally, demonstrates positive association between dissemination, equivocality, behavior. Social fatigue mediate effect behavior; however, partially mediates this relationship. highlights relevance agenda-setting theory rumors equivocality. In conclusion, contribute decrease in followers due media.