The Clickbait Paradox: Why Sensationalist Styling Damages Trustworthy Content Most

In an increasingly digital media environment, social media platforms have become central to how individuals access news. However, these platforms also facilitate the rapid spread of misinformation, often presented in stylistically persuasive formats such as clickbait. Understanding how both the style and accuracy of online content influence user responses is critical for addressing the psychological mechanisms underlying misinformation engagement. In the current study, we examined how article style (clickbait vs. non-clickbait) and content accuracy (true vs. false) affect user engagement metrics (liking, commenting, sharing) and perceptions of veracity (truthfulness and credibility). In an online within-subjects experiment, a sample of 203 adults rated a series of mock social media posts varying systematically in style and accuracy. Participants also completed validated measures of news media literacy and susceptibility to misinformation to assess the contribution of individual differences. Across all engagement measures, participants reported a low likelihood of interacting with posts, particularly those in a clickbait style. Posts containing false information elicited reduced engagement, although this effect did not extend to sharing behaviour. Perceived truthfulness and credibility were significantly lower for posts with clickbait features and false content. Notably, the detrimental effect of clickbait was more pronounced for posts that were factually accurate, suggesting that stylistic cues may especially undermine trustworthy information. Individual differences moderated these effects: participants with lower news media literacy were more likely to perceive clickbait posts as credible, while those more susceptible to misinformation were more likely to view false posts as truthful. News media literacy also moderated the effect of article style on engagement, with the reduction in engagement toward clickbait-style posts concentrated among more literate participants. These findings underscore the role of stylistic cues in shaping perceived veracity and highlight the importance of psychological traits in susceptibility to misinformation. The results suggest that interventions addressing both media literacy and content presentation may be effective in mitigating the spread and influence of misinformation on social media.