Factors Influencing Information credibility on Social Media Platforms : Evidence from Facebook Pages

Information on social media platforms suffers from a relative lack of professional gatekeepers to monitor content. How to evaluate the information credibility on social media platform has become an important issue for today information consumers. Despite its importance, little research has empirically examined what factors influence the information credibility on social media platforms, which limits our understanding of the determinants of online information assessment. To fill this gap, this study examines the factors that influence individuals' perceived information credibility on social media platforms. Drawing on the persuasion theory—the Elaboration Likelihood Model (ELM), we identify that five factors from two dimensions of credibility (medium and message credibility) are key ingredients in the online information assessment, and develop a research model that predicts individuals' perceived information credibility on social media platforms. We test and validate the proposed model with empirical data from 135 users of the Facebook page. The results show that interactivity, medium dependency from the medium credibility dimension and argument strength from the message credibility dimension are main determinants of the information credibility. However, we did not observe any moderating effect of personal expertise between two credibility dimensions and information credibility, which suggested from ELM.