Can anybody suggest media credibility questionnaire instrument? I am planning to write research paper on people perception about media credibility in the contemporary commercial media landscape.
Dear Muhammad,
This is quite a complex question. "Media credibilty" is a construct mainly associated with "communicator credibility", which can be traced back to Hovland and Weiss (1951). Especially, when you have a look towards social media, quite a lot of other factors, like the media environment itself (Metzger, 2007), can become interesting. In regard of source credibility as a mediator, we made good experiences with the following measures (Meitz, Ort, Kalch, & Zurstiege, 2015; we present these findings at ICA's Annual Conference).
Credibility of the author of a message.
MacKenzie, S. B., & Lutz, R. J. (1989). An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context. The Journal of Marketing, 53(2), 48-65.
MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations. Journal of Marketing Research, 23(2), 130-143.
Credibility of the medium.
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 39-52.
In general (for digital and / or social media).
Metzger, M. J. (2007). Making sense of credibility on the Web: Models for evaluating online information and recommendations for future research. Journal of the American Society for Information Science and Technology, 58(13), 2078-2091. doi: 10.1002/asi.20672
Dear Tino, thank you very much for sharing such a valuable work, i will go through it.
In a rather different way, some Google engineers are making a valiant attempt to gauge the trustworthiness of websites http://arxiv.org/pdf/1502.03519v1.pdf
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