The answer can be found in the prevalence of lies in our lives and our emotional response to the information we are given.
We all lie - some just more than others.
Although people have been lying since the earliest days, it has never had such potential as is provided by social media platforms today.
If we then accept that fake news exists in life and also on social media, why is it so difficult to recognise it and why do such messages at times, go viral?
It is well known that fake news is particularly prevalent in societies that are polarized, volatile and where tensions run high.
People are highly susceptible to fake news when their environment is tense, fearful, or angry. This provides ideal circumstances for devious characters to 'plant' false information - for their own benefit.
If the fake news triggers emotions of fear or anger, people often feel threatened and act impulsively rather than check the accuracy of the information.
People are even more susceptible to lies or fake news if it fits their experience and pre-existing beliefs.
Such beliefs become even more fixed if it corresponds with the beliefs of family and friends.
What satisfaction can there be in posting fake news?
By escalating traffic to their 'site' they can make money;
They are so convinced of their own subjective opinions, even if factually unverified and untrue, to convince others of their view;
They see posting false information as a game and regard it as fun to see the impact of their lies and misinformation on others irrespective of its impact.