Some like it lots: The influence of interactivity and reliance on credibility

Abstract

This study has four primary purposes: to investigate the level of interactivity with 15 sources of political information, determine the degree of reliance on each of the sources, assess perceptions of credibility, and compare the strength of interactivity to the strength of reliance on judgments of credibility. This study includes sources that have received little attention in the credibility literature such as social network sites, Twitter, and mobile device applications. Respondents interact with and rely on the sources moderately. Credibility ratings range from moderate to highly credible. Reliance predicts credibility of 14 of 15 sources as compared to interactivity that predicts credibility of just 9 of 15 sources. Interactivity with sources that are inherently collaborative (e.g. Twitter, social media, talk radio) more strongly predicts credibility than interactivity with sources that are more source-to-user based (e.g. CNN, political websites).