Staying Alive: TV News Facebook Posts, Perceived Credibility, and Engagement Intent
Staying Alive: TV News Facebook Posts, Perceived Credibility, and Engagement Intent
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保持活力：电视新闻 Facebook 帖子、感知可信度和参与意图
DOI：
10.1177/1931243118767733
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发表时间：
2018
期刊：
影响因子：
1
通讯作者：
Bartosz W. Wojdynski
中科院分区：
文献类型：
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作者：
Kate Keib;Bartosz W. Wojdynski
Facebook为新闻网站带来的流量比其他任何网站都多，而且是新闻过程中使用最多的社交平台，这提升了新闻机构在Facebook上发布内容的重要性。消费者决定参与的核心是他们对信誉的评估。这项研究考察了Facebook上宣传新闻的帖子的特征是如何触发启发式线索的，这些线索此前曾被证明有助于在线消费者做出此类决定。我们进行了一个2（点赞、分享和评论：低vs高）× 2（赞助：点赞品牌vs推荐帖子）× 3（帖子来源：同行vs品牌vs记者）在线实验。参与者是使用Facebook的美国成年人（平均年龄为35.7岁）。结果表明，行为并不总是与传统启发式线索所预测的假设行为相匹配。研究可信度的学者、新闻品牌和记者可以利用这些结果来提高可信度，并吸引Facebook上的受众。
Facebook drives more traffic to news websites than any other site and is the most used social platform in the journalistic process, elevating the importance of what organizations post there. Central to consumer’s decision to engage is their assessment of credibility. This study examines how characteristics of Facebook posts promoting news trigger heuristic cues previously shown to help online consumers’ make such decisions. A 2 (likes, shares, and comments: low vs. high) × 2 (sponsorship: liked brand vs. suggested post) × 3 (post source: peer vs. brand vs. journalist) online experiment was conducted. Participants were U.S. adults (mean age = 35.7) who use Facebook. Results indicate that actions do not always match the assumed actions that traditional heuristic cues would predict. Results can be used by scholars studying credibility and by news brands and journalists to increase credibility and engage audiences on Facebook.