Social Media & Credibility: Research Presentation

Kiley Dorton, Lindsey Myers, Maegan Rudd, Nicole Spinuzzi, & Amy Wilson -- all master's students at the University of Georgia -- present "Social Media & Credibility: A Study of Risk Communication." With the explosion of social media in 2003, public relations practitioners and scholars alike have become increasingly interested in understanding their uses and limitations. Using a 2 x 2 factorial design, this study tested whether message source and medium affected the credibility of the message and one's attitude toward and intended behavior about HIV/AIDS testing. The message source was manipulated by having an AIDS awareness message sent via a friend (peer) or the Centers for Disease Control (expert). The message medium was manipulated by having participants view the message either on television (traditional) or on a Twitter feed that linked to a YouTube video (social). No significant differences in source credibility were found; however, it is still interesting to note that social media and traditional media were seen as equally credible sources. It seems that, for health and risk messages, social media are equally as effective as traditional media. This research was conducted as a part of Dr. Kaye Sweetser's fall 2009 JRMC 8010 graduate Research Methods class at UGA's Grady College. Their final research report is at http://podcasting.gcsu.edu/4DCGI/Podcasting/UGA/Episodes/2021/26190.pdf

Category:

Education

Tags:

• grady
• uga
• gradycollege
• jrmc8010
• research
• social media
• credibility
• CDC
• risk
• health
• AIDS
• KileyDorton
• LindseyMyers
• MaeganRudd
• NicoleSpinuzzi
• AmyWilson

[leighblackall]

Nice job guys. Thanks for posting it. Very helpful to my own research