The Role of Source Identification and Credibility in the Social Media Impact Hypothesis

• In Event: Social Cognition, Comparison, and Influence

Abstract

A 2 X 2 multi-factorial experiment (N=211) examined the impact of source identification and perceived credibility on the effects of risk messages about a food safety issue conveyed using different contexts (Facebook, online news site) and different story formats (narrative, non-narrative). Drawing on the heuristic systematic model (HSM), the differential impact hypothesis, and narrative persuasion theory, we examined responses to online news stories conveyed on social media and news sites. Social media formats tended to increase perceptions of identification with message sources contributing to greater personal level risk perceptions and perceived effects on self—thus minimizing third person effects. The narrative format also increased the persuasive impact of the messages. The effects of the risk stories, however, was significantly mediated by the perceived credibility of the source--online news and Facebook sites.

Authors

• Tamara Makana Chock, Syracuse U

• Ji Won Kim, Syracuse University

• Myojung Chung, Syracuse U

• Eun Ji (Angie) Chung, Syracuse University