Understanding the informational and normative influences of rumour diffusion via social media on conflicts escalation

The paper discusses the role rumour plays in conflicts generation particularly how social media aids the diffusion of unsubstantiated information. Using the informational and normative influence of Deutsch and Gerrard’s Dual Process Theory, the paper explored how received information based on the two constructs of the dual process theory, that is, informational and normative influences can be used to explain the persuasion factor that helps people initiate action, how proper understanding of the influences the diffusion, adoption and use of unsubstantiated information will help in the design and implementation of proper information systems that would help counter rumour and reduce the information gap which leads to uncertainty among the members of the society