Thesis
Message framing and credibility assessment: examining the role of social endorsement in Facebook
Washington State University
Master of Arts (MA), Washington State University
2015
Handle:
https://hdl.handle.net/2376/101192
Abstract
This study examines the effect of health framing messages about physical activity on credibility assessment and how social endorsement and source moderate this relationship in the setting of Facebook. Participants (N= 340) were recruited to complete a randomized experiment using a 2 (gain vs. loss frame) x 2 (CDC vs. Non-expert) x 2 (high vs. low social endorsement) between-subjects design. Findings indicate that gain-framed messages were perceived as most credible across all conditions. A significant three-way interaction suggests that social endorsement has an impact on the relationship between message framing and credibility assessment. Implications of these findings are discussed, along with limitations of the study and directions for future research.
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Details
- Title
- Message framing and credibility assessment
- Creators
- Shuang Liu
- Contributors
- Porismita Borah (Degree Supervisor)
- Awarding Institution
- Washington State University
- Academic Unit
- Edward R. Murrow College of Communication
- Theses and Dissertations
- Master of Arts (MA), Washington State University
- Publisher
- Washington State University; [Pullman, Washington] :
- Identifiers
- 99900525291501842
- Language
- English
- Resource Type
- Thesis