An Overview of Internet Credibility

1. An Overview of Internet Credibility Miriam J. Metzger Department of Communication University of California Santa Barbara

2. Origins of Credibility Research Rhetorical studies Psychology (study of persuasion)

3. 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

4. Definition of Credibility Credibility = believability trustworthiness expertise source credibility physical attractiveness information quality dynamism

5. 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

6. Difficulties in Studying Online Credibility Credibility is perceptual/situational Internet is a “moving target” Many levels and types of credibility to consider

7. 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)

8. Types of Online Credibility Surface credibility Presumed credibility Reputed credibility Earned credibility

9. 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 Notification/presence of editorial review process or board

10. Elements of Web Credibility site features information 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

11. 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!