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We analyzed the generation and dissemination of relevant information on wildlife utilization based on the African bush elephant ( Loxodonta africana  Blumenbach.), the tiger ( Panthera tigris  L.) and the totoaba, a species of marine fish, ( Totoaba macdonaldi  Gilbert) as examples, whose populations are more threatened by the illegal wildlife trade. We compared the illegal trade in wildlife with related information in order to find possible associations, searched for relevant information on major international websites to summarize similarities in information production and dissemination, and used a “Zhiwei” dissemination analysis platform to analyze the dissemination of information circulated at Microblog. The results show that the most influential information related to the trade in wildlife is mainly generated from news media websites and new self-media platforms, usually from non-governmental organizations concerned with wildlife protection. The main factors that affect the depth and breadth of disseminating relevant information on wildlife utilization include the participation of relatively influential opinion leaders, the verification ratio of forwarding users, the number of followers, and affective identification. Misleading information can stimulate and promote poaching and smuggling, regardless of their real market demand or their products. Therefore, all links in the course of information dissemination should be carefully examined in order to purify the information environment and reduce adverse effects of misleading information on wildlife protection.

The dissemination of relevant information on wildlife utilization and its connection with the illegal trade in wildlife