EXPLORATION OF SOCIAL MEDIA INFLUENCERS KNOWLEDGE PERCEPTIONS AND ATTITUDES TOWARDS FAKE NEWS IN GOMBE STATE

ABSTRACT This project titled “Exploration of social media influencer’s knowledge, perceptions and attitudes towards fake news in Gombe state, Nigeria. This qualitative study investigates the role of social media influencers in Gombe state in the context of the pervasive challenge of fake news. The research was guided by three core objectives: to ascertain the social media influencer’s level of knowledge regarding fake news, to explore their perceptions of its impact on public opinion, and to analyze their attitudes and strategies employed to combat its spread. Employing an interpretivist paradigm and a purely qualitative research design, the study utilized in-depth, semi-structured interviews with a purposive sample of five active social media influencers in the state. The theoretical framework was anchored in social cognitive theory and framing theory, which provided lenses for interpreting how influencers learn, model behavior, and shape public understanding of digital information. The findings revealed that social media influencers in Gombe state possess a high level of awareness and understanding of fake news, defining it as false, fabricated information intended to deceive or manipulate. They perceive fake news as a major social and psychological problem that causes confusion, fear, and erosion of public trust in credible sources.