Abstract
Online health information varies, as well as what people choose to consume and believe. Previous research finds that hesitancy to follow health advice is often due to suspicion about credibility. The elaboration likelihood model suggests credibility assessments use both argument quality and source credibility. Yet, little research focuses on what peripheral cues influence source credibility in online health information. Our mixed-method study, combining an online experiment and qualitative analysis, explores how source, tone, and format affect credibility perceptions in health contexts. Results confirm ELM relationships and indicate credibility increases when information is physician-authored and objectively presented.
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