INTERNATIONAL JOURNAL OF STUDENT PERFORMANCE AND EDUCATIONAL RESEARCH

Abstract

The main aim of the study was to examine the complex dynamics of information virality in the digital age, focusing on social media's role in news dissemination. The rise of user-generated content and online news consumption has reshaped communication, with platforms like Facebook, Twitter, and Instagram becoming primary sources for realtime updates. Virality, driven by emotional appeal, timing, user engagement, network structure, source credibility, and visual content, plays a pivotal role in shaping public discourse. The study examined the Diffusion of Innovations Theory and the Uses and Gratifications Theory to provide valuable frameworks for understanding the spread of news on social media. The study noted that news consumption is influenced by factors like self-disclosure and social media fatigue, adds a layer of complexity. However, the study recommended some insights including the increased transparency in platform algorithms and educational campaigns to empower users in engaging with content more discerningly. This study offers insights for navigating the evolving landscape of online content dissemination in the digital era.