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Equal Trust: An Experiment Exploring the Impact of Interactivity and Sources on Individuals' Perceptions of Credibility for Online News Stories
Unformatted Document Text:  Equal Trust: An Experiment Exploring the Impact of Interactivity and Sources on Individuals’ Perceptions of Credibility for Online News Stories Abstract The purpose of this experiment was to investigate the influence of Web site interactivity (multimedia content) and source identification on people’s on perceptions of credibility for an online news story. Findings indicated that these variables did not lead to changes in credibility perceptions. However, changes were observed when participants used multimedia content that was available in certain versions of the story. The influence was strongest in the case of perceived source vs. perceived message credibility, but both showed at least moderate effects. The implications of the findings are also discussed. Running Head: Equal Trust Submitted to the Mass Communication Division for the 53 rd annual conference of the International Communication Association in San Diego, CA, on May 23-27, 2003

Authors: Kiousis, Spiro.
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Equal Trust: An Experiment Exploring the Impact of Interactivity and Sources on
Individuals’ Perceptions of Credibility for Online News Stories

Abstract
The purpose of this experiment was to investigate the influence of Web site interactivity
(multimedia content) and source identification on people’s on perceptions of credibility
for an online news story. Findings indicated that these variables did not lead to changes
in credibility perceptions. However, changes were observed when participants used
multimedia content that was available in certain versions of the story. The influence was
strongest in the case of perceived source vs. perceived message credibility, but both
showed at least moderate effects. The implications of the findings are also discussed.
Running Head: Equal Trust
Submitted to the Mass Communication Division for the 53
rd
annual conference of the
International Communication Association in San Diego, CA, on May 23-27, 2003


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