Marketplaces of Misinformation: A Study of How Vaccine Misinformation Is Legitimized on Social Media

Combating harmful misinformation about pharmaceuticals on social media is a growing challenge. The complexity of health information, the role expert intermediaries in disseminating and information dynamics create an environment where spreads rapidly. However, little known origin this misinformation. This article explores processes through which from online marketplaces legitimized spread. Specifically, across one content analysis two experimental studies, authors investigate highly influencer spreading vaccine By analyzing data set posts websites originates, identify legitimation that spread normalize discussions hesitancy (Study 1). Study 2 shows cues increase perceived legitimacy misinformation, particularly for individuals who generally have positive attitudes toward vaccines. 3 demonstrates driving consumers’ sharing behavior media. research addresses gap understanding how pharmaceutical originates becomes legitimized. Given importance effective communication present key challenges policy makers.