Message Credibility Research Articles

Risk‐reducing strategies after a product‐harm crisis: The moderating role of controllability attribution

AbstractExtant research on crisis communication underexplored firm responses in terms of risk‐reducing strategies. When a product‐harm crisis occurs, a focal firm can use strategies targeted at repairing the damage that has already happened (i.e., to reduce consequence) or preventing the recurrence of the crisis (i.e., to reduce recurrence likelihood) to mitigate potential damage and assuage public concern. This paper reveals that the effectiveness of risk‐reducing strategies is influenced by consumers' controllability attribution. Controllability attribution refers to whether or not consumers perceive that a focal firm could have prevented an event from happening. Results of the study indicate that consequence‐reducing strategies lead to better attitudes, but not greater worry reduction than likelihood‐reducing strategies when controllability attribution is low. However, likelihood‐reducing strategies result in greater worry reduction, but not better attitudes than consequence‐reducing strategies when controllability attribution is high. Message credibility perceptions fully mediate the effects of risk‐reducing strategies on attitudes and worry reduction in the case of low firm controllability. The results highlight the role of controllability attribution in affecting the relative effectiveness of the two risk‐reducing strategies.

Social Media Content and Credibility (Situation analysis of news shared on Facebook by Journalists from Nepal)

The qualitative research is conducted using status exploration and structured interviews of civil society members and has studied the credibility of messages posted on Facebook by journalists. Survey has observed 749 Facebook statuses for February, March, and July of 2020 posted by various Journalists working from Sunsari District. The journalists are selected using a systematic random sampling method. Posts are observed on the basis of Fact, Attribution of authentic sources, Balance in coverage, clarity in message etc. The content analysis shows Journalists are conscious of their responsibility towards society and do post factual information on social media however they sometimes make mix-ups of news and opinion. Some journalists post sensational information to increase their viewership but that has decreased their credibility. Civil society members and information users’ perspectives pointed out that people follow the Facebook posts of journalists for news updates, however, they verify it with other credible journalists and or trusted mainstream media. Journalists share information using Facebook however fact-checking and balance seem lacking. To understand social media content media literacy is necessary.

Superlatives, clickbaits, appeals to authority, poor grammar, or boldface: Is editorial style related to the credibility of online health messages?

Adolescents, as active online searchers, have easy access to health information. Much health information they encounter online is of poor quality and even contains potentially harmful health information. The ability to identify the quality of health messages disseminated via online technologies is needed in terms of health attitudes and behaviors. This study aims to understand how different ways of editing health-related messages affect their credibility among adolescents and what impact this may have on the content or format of health information. The sample consisted of 300 secondary school students (Mage = 17.26; SDage = 1.04; 66.3% female). To examine the effects of manipulating editorial elements, we used seven short messages about the health-promoting effects of different fruits and vegetables. Participants were then asked to rate the message’s trustworthiness with a single question. We calculated second-order variable sensitivity as the derivative of the trustworthiness of a fake message from the trustworthiness of a true neutral message. We also controlled for participants’ scientific reasoning, cognitive reflection, and media literacy. Adolescents were able to distinguish overtly fake health messages from true health messages. True messages with and without editorial elements were perceived as equally trustworthy, except for news with clickbait headlines, which were less trustworthy than other true messages. The results were also the same when scientific reasoning, analytical reasoning, and media literacy were considered. Adolescents should be well trained to recognize online health messages with editorial elements characteristic of low-quality content. They should also be trained on how to evaluate these messages.

Applying Signaling Theory to Examine Credibility and Impression Management on Social Media

This study adapts and extends signaling theory to examine perceptions of credibility, gender, homophily, and impression management on social media. Specifically, the influence of different signal types – conventional, assessment, and strategic signals. A 2x3 experimental design was conducted to examine the effect of source gender and signal type on receiver perceptions of source and message credibility, homophily, and impressions of the source. Findings confirm that different signal types affect the perception of message and source credibility on social media. Concepts of gender and homophily were not impacted by signal types in this research. With the increase of image-oriented social media such as Instagram, these results demonstrate the sender's role in the person perception process. The role of signaling theory for strategic communication practices is addressed, and future theoretical directions are considered.

Forensic Linguistic Analysis on Cases of Dissemination of Knowingly False (Unreliable) Information under the Guise of Credible Messages

The article is devoted to a pressing problem – linguistic analysis on a new category of cases in the Russian legislation: dissemination of knowingly false (unreliable) information under the guise of credible messages (Articles 207.1, 207.2, 207.3 of the Criminal Code of the Russian Federation and Parts 9, 10, 10.1, 10.2 of Article 13.15 of the Administrative Code of the Russian Federation).Based on the expert analysis of these legislative novelties, the author has developed an expert concept of “statement of facts and events” having legal validity. The author also presents the most advisable wordings of questions to a forensic expert, as well as a methodological approach to address them. As examples illustrating the solution of an expert task and implementation of the proposed approach, the author analyses two cases from his expert practice.

What message features influence the intention to share misinformation about COVID-19 on social media? The role of efficacy and novelty

Given the amount of misinformation being circulated on social media during the COVID-19 pandemic and its potential threat to public health, it is imperative to investigate ways to hinder its transmission. To this end, this study aimed to identify message features that may contribute to misinformation sharing on social media. Based on the theory of social sharing of emotion and the extant research on message credibility, this study examined if emotions and message credibility serve as mechanisms through which novelty and efficacy of misinformation influence sharing intention. An online experiment concerning COVID-19 misinformation was conducted by employing a 2 (novelty conditions: high vs. low) × 2 (efficacy conditions: high vs. low) between-subjects design using a national quota sample in South Korea (N = 1,012). The findings suggested that, contrary to the expectation, the overall effects of novelty on sharing intention were negative. The specific mechanisms played significant and unique roles in different directions: novelty increased sharing intention by evoking surprise, while also exerting a negative influence on sharing intention through an increase in negative emotions and a decrease in positive emotions and message credibility. Consistent with the expectation, efficacy exhibited positive total effects on sharing intention, which was explained by higher levels of (self- and response-) efficacy of protective action increasing positive emotions and message credibility but decreasing negative emotions. The implications and limitations of the study are discussed.

How Can We Fight Partisan Biases in the COVID-19 Pandemic? AI Source Labels on Fact-checking Messages Reduce Motivated Reasoning

ABSTRACT Upon a surge of misinformation surrounding COVID-19, fact-checking has received much attention as a tool to fight the rampant misinformation. However, such correction efforts have faced challenges from partisans’ biased information processing. For example, partisans trust or distrust a fact-checking message based on whether the message benefits or harms their supporting party. To minimize such politically biased processing of corrective health information, this experimental study examined how different source labels of fact-checkers (human experts vs. AI vs. user consensus) affect partisans’ perceived credibility of fact-checking messages about COVID-19. Our findings showed that AI and user consensus (vs. human experts) source labels on fact-checking messages significantly reduced partisan-based motivated reasoning in evaluating fact-checking message credibility.

MCred: multi-modal message credibility for fake news detection using BERT and CNN

Online social media enables low cost, easy access, rapid propagation, and easy communication of information, including spreading low-quality fake news. Fake news has become a huge threat to every sector in society, and resulting in decrements in the trust quotient for media and leading the audience into bewilderment. In this paper, we proposed a new framework called Message Credibility (MCred) for fake news detection that utilizes the benefits of local and global text semantics. This framework is the fusion of Bidirectional Encoder Representations from Transformers (BERT) using the relationship between words in sentences for global text semantics, and Convolutional Neural Networks (CNN) using N-gram features for local text semantics. We demonstrate through experimental results a popular Kaggle dataset that MCred improves the accuracy over a state-of-the-art model by 1.10% thanks to its combination of local and global text semantics.

Message Source Credibility and E-Cigarette Harm Perceptions among Young Adults.

This study examined the effect of message source credibility on e-cigarette harm perceptions among U.S. young adults. An online experimental study was conducted where young adults (n = 302, Mage = 23.7) were randomized to an e-cigarette public health education message from an expert or a peer young adult. Then, participants answered questions about their perceptions about the message source and e-cigarettes. Results suggest that young adults rated experts as a more credible source (vs. peer) (b = −0.39, SE = 0.15, 95% CI [−0.67, −0.10], p < 0.01). Young adults reported greater perceived credibility of the expert message (vs. peer), which was associated with increased e-cigarette harm perceptions. Increased perceived source credibility mediated the association of increased e-cigarette absolute harm perceptions from viewing an expert message (b = −0.11, SE = 0.04, 95% CI: −0.20, −0.02). Source credibility should be considered when designing e-cigarette education messages for young adults.

The Informative Process Model as a New Intervention for Attitude Change in Intractable Conflicts: Theory and Empirical Evidence.

Peacemaking is especially challenging in situations of intractable conflict. Collective narratives in this context contribute to coping with challenges societies face, but also fuel conflict continuation. We introduce the Informative Process Model (IPM), proposing that informing individuals about the socio-psychological processes through which conflict-supporting narratives develop, and suggesting that they can change via comparison to similar conflicts resolved peacefully, can facilitate unfreezing and change in attitudes. Study 1 established associations between awareness of conflict costs and conflict-supporting narratives, belief in the possibility of resolving the conflict peacefully and support for pursuing peace among Israeli-Jews and Palestinians. Studies 2 and 3 found that exposure to IPM-based original videos (vs. control) led Israeli-Jews to deliberation of the information presented, predicting acceptance of the IPM-based message, which, in turn, predicted support for negotiations. Study 3 also found similar effects across IPM-based messages focusing on different conflict-supporting themes. We discuss the implications to attitude change in intractable conflicts.

Communicating social value: An experimental study on credible communication and social enterprises

AbstractThe management of marketing and communication strategies involves a complex mix of different requirements, particularly for social enterprises, which try to fulfill both social and business aims while operating in a resource‐constrained context. Although social enterprises are a rising phenomenon, the research on how these businesses communicate their activities remains in its infancy. This study builds on the theory of planned behavior and the source credibility theory, presenting a conceptual framework that distinguishes between high, moderate, and low credibility of a social enterprise's communication, to analyze its effects on potential customers' behavioral intentions. Through an online experiment with 260 subjects, the authors demonstrate that attitude toward a social enterprise, subjective norm, perceived behavioral control, and, ultimately, the intention to support a social enterprise by purchasing its products increases with the social enterprise's message credibility. The authors also present practical implications and avenues for future research on the communication of social enterprises based on the empirical findings.

Слухи и фальшивые новости – влияние достоверности информации на поведение человека в условиях пандемии коронавируса

Recessionary situations such as the current Corona pandemic affect people’s behaviour, since most people react to them with fear. Nowadays, social media is used by many people all over the world, thus, people as well as public and private organizations and groups share, post and comment messages on social media. This way, many people can be reached in a very short time. However, not all posts on social media can be defined trustworthy. Instead, a lot of people, groups and organizations make use of social media to spread rumours, fake news and conspiracy theories. There are three main motivations increasing people’s beliefs in these types of news: desire to feel security for themselves as well as the groups they belong to; making sense of their specific environment and /or striving for safety and control in times of severe recessionary situations. Among the current demonstrators against the Corona policy of the German government, one can often identify supporters of specific groups that share their beliefs. However, it is not easy to differentiate between true and fake news or rumours. The present paper uses the quantitative data collection method to investigate the reasons why people may change their behaviour in recessionary situations and why some people are more prone to believing rumours and fake news on social media than others. In this context, message credibility plays an important role. The results show that rumours, fake news and conspiracy theories are able to decrease people’s trust in health agencies and / or governments.

Mathematical models of message discrepancy: previous models and a modified psychological discounting model

Abstract Formal modeling is rare in communication studies. Still, several mathematical models have been proposed regarding the persuasive effects of message discrepancy, the difference between a message’s advocated position and a message recipient’s initial position. With numerical simulations, we analyzed four formal models to identify their strengths and weaknesses. Based on analyses of previous models, we proposed a modified psychological discounting model by solving a differential equation regarding the rate of change of the probability of message acceptance with respect to psychological discrepancy. Whereas previous models predicted nonmonotonic relationships between message discrepancy and belief change, the new model predicts that as message discrepancy increases, belief change monotonically increases unless facilitating factors change due to extremely discrepant messages. We discuss differences between the previous models and the new model, and their significance and implications for theories of persuasion as well as the limitations of the new model.

Believe it or not? Examining how one’s own normative beliefs impact the perceived credibility of descriptive norms-based messages

ABSTRACT A large body of norms-based research has demonstrated that descriptive norm appeals in health messages can shape message viewers’ normative beliefs, which then impact persuasive outcomes. This study, however, suggests that, at least for some health topics (here, a mask-wearing campaign), descriptive norm appeals do not change message recipients’ normative beliefs. Instead, one’s own normative beliefs may function as a moderator for the effect of norm appeals on message credibility and subsequent persuasive outcomes. Specifically, a positive (negative) indirect effect was observed (descriptive norm appeals – message credibility – perceived message effectiveness – behavior intentions) when viewers’ own normative beliefs were more consistent (inconsistent) with what the descriptive norm appeal indicated. Both theoretical and practical implications are discussed.

Fighting misinformation on social media: effects of evidence type and presentation mode.

Designing corrective messages to debunk misinformation online is an important practice toward ending the coronavirus disease (COVID-19) pandemic as health-related misinformation has proliferated on social media misguiding disease prevention measures. Despite research on the use of statistical evidence and message modality in persuasion, the effects of evidence type (assertions with versus without statistical evidence) and presentation mode (text-only versus image-only versus text-plus-image) have been understudied. This study examined the impact of evidence type and presentation mode on individuals’ responses to corrective messages about COVID-19 on social media. The results showed that the presence of statistical evidence in assertions reduced message elaboration, which in turn reduced the effects of the message in correcting misperceptions, decreased perceived message believability and lowered social media users’ intentions to further engage with and disseminate the corrective message. Compared to the text-only modality and the text-plus-image modality, the image-only modality triggered significantly lower levels of message elaboration, which subsequently heightened message believability and increased user engagement intentions. The theoretical and practical implications are discussed.

The appeal of “real” in parasocial interaction: The effect of self-disclosure on message acceptance via perceived authenticity and liking

This research demonstrates how a media performer's self-disclosure in a parasocial interaction increases viewers' likelihood to agree with the performer's message. Two randomized experiments supported a serial multiple mediator model where a performer's self-disclosure positively affected viewers' message acceptance via increased perceptions of performer authenticity and feelings of interpersonal liking. In Study 1 (n = 415), participants were randomly assigned to watch a short video where the performer, a male college student, either engaged in self-disclosure or did not while presenting a prosocial, mental health-related message. Throughout both versions of the video (self-disclosure, no-disclosure), the performer gazed and spoke directly into the camera and addressed the viewer's presence, thereby engaging in parasocial interaction. Study 2 (n = 520) was a close conceptual replication of Study 1 and provided additional support for the serial multiple mediator model.

Informing women about the risks of exposing babies to tobacco smoke: outreach and education efforts using Facebook "boost posts".

Maternal smoking is associated with a host of negative health outcomes, including an increased risk of children developing attention-deficit/hyperactivity disorder (ADHD). This study evaluated the efficacy of health messages disseminated through Facebook Ads focused on reducing tobacco smoke exposure during pregnancy. Two message versions were promoted via post advertisements on Facebook-a static infographic and a video containing an animated version of the infographic. The reach of and engagement with each message version was evaluated. Comments made to the posts were assessed using content analysis. The infographic reached approximately 60,000 people and the video reached about 16,000 people. The average costs were $10.00 and $40.00 per 1,000 people reached for the infographic- and video-based posts, respectively. While there was no engagement with the video, the infographic was liked (n = 157), given alternative likes (n = 59), shared (n = 171 to 341), and commented on (n = 221). About one-quarter of comments contained a personal narrative and mentions of health history related to ADHD and/or smoking. Comments were more often negative (than positive) (16.6% vs 3.9%) and expressed skepticism more often than message acceptance (21.5% vs 12.2%). Facebook users were more responsive to the infographic (compared to the video) and static posts were a preferred channel (i.e., higher engagement at a lower cost) to disseminate messages when using the boost post feature on Facebook for health education. Our review of the comments provided insights into message acceptance and guidance for future social media-based health message campaigns. However, it is not known whether and if so, how, these findings on message exposure would correlate with behavioral intentions or changes in behavior, such as intentions to quit smoking or smoking cessation.

Promoting corporate social responsibility message in COVID-19 advertising: How threat persuasion affects consumer responses to altruistic versus strategic CSR

Given the challenges facing companies in communicating corporate social responsibility (CSR) initiatives amid the pandemic, this study focuses on the effects of CSR appeals in COVID-19 advertising. Using the Ordered Protection Motivation model and CSR literature as the foundation, this study examined the interaction effect between CSR appeal (altruistic CSR vs. strategic CSR) and threat intensity (low vs. high) of the crisis depiction featured in the ad on consumers’ responses. Results revealed the moderating role of threat intensity on the relationships between CSR appeal and consumers’ responses, such that altruistic CSR appeal outperformed strategic CSR appeal when consumers were exposed to an ad featuring a high-threat crisis depiction, whereas the two appeals yielded similar effects when the ad featured a low-threat crisis depiction. In particular, altruistic CSR appeal (vs. strategic CSR appeal) generated greater message credibility, stronger feelings of warmth, and lower CSR skepticism, resulting in more favorable ad and brand attitudes and stronger purchase intentions, but only in the high threat condition.

Modeling and Comparing Brain Processes in Message and Earned Source Credibility Evaluation

Understanding how humans evaluate credibility is an important scientific question in the era of fake news. Source credibility is among the most important aspects of credibility evaluations. One of the most direct ways to understand source credibility is to use measurements of brain activity of humans who make credibility evaluations. This article reports the results of an experiment during which we have measured brain activity during credibility evaluation using EEG. In the experiment, participants had to learn source credibility of fictitious students based on a preparatory stage, during which they evaluated message credibility with perfect knowledge. The experiment allowed for identification of brain areas that were active when a participant made positive or negative source credibility evaluations. Based on experimental data, we modeled and predicted human source credibility evaluations using EEG brain activity measurements with F1 score exceeding 0.7 (using 10-fold cross-validation). We are also able to model and predict message credibility evaluations with perfect knowledge, and to compare both models obtained from a single experiment.

The Effect of Ad Authenticity on Advertising Value and Consumer Engagement: A Case Study of COVID-19 Video Ads

This study explored the role of ad authenticity in influencing consumers’ ad evaluations and their engagement intention in the context of COVID-19 video advertising. Results showed that aside from informativeness and entertainment, three dimensions of ad authenticity—brand essence, realistic plot, and message credibility—were positively related to consumers’ evaluation of ad value, which further increased ad attitude and social media engagement intention. Interestingly, a realistic plot was the strongest predictor of advertising value, with informativeness as the weakest predictor. Our findings suggest that such a shift of emphasis on content-specific ad authenticity would increase the effectiveness of pandemic-related brand communication on social media. Implications, limitations, and future research directions are discussed.