An Overview of Internet Credibility

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An Overview of Internet Credibility

• Miriam J. Metzger
• Department of Communication

University of California Santa Barbara
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Origins of Credibility Research
Rhetorical studies
Psychology (study of persuasion)
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Eras in Modern Credibility Research
Early 20th c. source and message credibility
(Yale group and others) Mid 20th c. media
credibility (professional organizations) Late
20th c. Internet credibility
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Definition of Credibility
Credibility believability
trustworthiness
expertise
source credibility
information quality
physical attractiveness
dynamism
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Credibility the Internet
Reasons for the re-emergence of credibility
research

• information cost/investment
• fewer gatekeepers
• ease of electronic sabotage
• commercial nature of the Web
• psychological leveling effect of information
  format

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Difficulties in Studying Online Credibility
Credibility is perceptual/situational Internet is
a moving target Many levels and types of
credibility to consider
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Levels of Online Credibility
Can measure the credibility of

• the Web as a medium of communication
• different forms of Internet communication (sites,
  blogs, email, etc.)
• entire Web sites (design, organization, etc.)
• some information or messages on a Web site
• site sponsor/operator (e.g., nyt.com)
• authors of online information or messages (e.g.,
  Jayson Blair)

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Types of Online Credibility
Surface credibility Presumed credibility Reputed
credibility Earned credibility
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What Makes Web Sites Credible?
Absence of typographical errors and broken
links Professional-quality and clear
writing Download speed Message relevance,
tailoring Interactive features (e.g., search
capabilities, confirmation messages, quick
customer service responses) Past experience with
source/organization (reputation) Domain name and
URL suffix Ability to verify claims elsewhere
(e.g., external links) Comprehensiveness of
information provided Ranking in search engine
output Paid access to information Plausibility
of message arguments
Presence of date stamp showing information is
current Source citations, especially citations to
scientific data or references Author
identification Author qualifications and
credentials Presence of contact
information Absence of advertising Presence of
privacy and security policies Certifications or
seals from trusted third parties Professional,
attractive, and consistent page design, including
graphics, logos, color schemes, etc. Easy
navigation, well organized site Sponsorship by or
external links to reputable organizations Notifica
tion/presence of editorial review process or board
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Elements of Web Credibility
information features
site features

• Professional, attractive page design
• Easy navigation, well organized site
• Absence of errors and broken links
• Certifications, recommendations, or seals from
  trusted third parties
• Interactive features
• Paid access to information
• Fast download speed
• Domain name suffix
• Absence of advertising
• Sponsorship by or links to reputable
  organizations
• Presence of privacy and security policies

• Presence of date stamp showing information is
  current
• Citations (especially to scientific data or
  references), links to external authorities
• Message relevance, tailoring
• Professional-quality and clear writing
• Message accuracy, bias, plausibility
• Information breadth and depth
• Description of editorial review process or board

Web credibility
user features
author features

• Past experience with source
• Internet experience reliance
• Age
• Prior knowledge and attitudes
• Motivation/goal for search task

• Author identification
• Author qualifications and credentials
• Author contact information
• Absence of commercial motive
• Reputation, name recognition

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Some Key Findings
Web is perceived to be a credible medium People
are not willing to verify Web information Internet
reliance and experience matter Web site type
matters Source reputation matters Site design
matters most!