Abstract
AbstractThis study used an experimental design to examine the credibility and persuasiveness of COVID-19-related Internet memes. The study used a random sample of U.S. social media users (N = 1,200) with source credibility as the theoretical framework. Results indicate that memes with expert source attribution are more credible than those with nonexpert source attribution. The same applies to the persuasiveness of the memes. Memes with an objective message tone are also more credible and persuasive than those with a subjective message tone. Additionally, there is a positive correlation between the credibility of a meme and its persuasiveness. Age correlates inversely with persuasion and pro-mask/vaccine memes are more credible and persuasive than anti-mask/vaccines memes. These results have implications regarding COVID-19 messaging as well as on meme-based communication.
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