An Overview of Internet
Credibility
Miriam J. Metzger
Department of
Communication
University of California
Santa Barbara
Origins of Credibility Research
Rhetorical studies
Psychology (study of persuasion)
Eras in Modern Credibility Research
Early 20th c. source and message credibility
(Yale group and others)
Mid 20th c. media credibility (professional
organizations)
Late 20th c. Internet credibility
Definition of Credibility
Credibility = believability
trustworthiness
expertise
source credibility
physical attractiveness
dynamism
information quality
Credibility & the Internet
Reasons for the re-emergence of credibility
research:
• information cost/investment
• fewer gatekeepers
• ease of electronic sabotage
• commercial nature of the Web
• psychological leveling effect of information format
Difficulties in Studying Online
Credibility
Credibility is perceptual/situational
Internet is a “moving target”
Many levels and types of credibility to
consider
Levels of Online Credibility
Can measure the credibility of:
• the Web as a medium of communication
• different forms of Internet communication (sites,
blogs, email, etc.)
• entire Web sites (design, organization, etc.)
• some information or messages on a Web site
• site sponsor/operator (e.g., nyt.com)
• authors of online information or messages (e.g.,
Jayson Blair)
Types of Online Credibility
Surface credibility
Presumed credibility
Reputed credibility
Earned credibility
What Makes Web Sites Credible?
Presence of date stamp showing information is
current
Source citations, especially citations to scientific
data or references
Author identification
Author qualifications and credentials
Presence of contact information
Absence of advertising
Presence of privacy and security policies
Certifications or seals from trusted third parties
Professional, attractive, and consistent page
design, including graphics, logos, color
schemes, etc.
Easy navigation, well organized site
Sponsorship by or external links to reputable
organizations
Notification/presence of editorial review process or
board
Absence of typographical errors and broken links
Professional-quality and clear writing
Download speed
Message relevance, tailoring
Interactive features (e.g., search capabilities,
confirmation messages, quick customer
service responses)
Past experience with source/organization
(reputation)
Domain name and URL suffix
Ability to verify claims elsewhere (e.g., external
links)
Comprehensiveness of information provided
Ranking in search engine output
Paid access to information
Plausibility of message arguments
Elements of Web Credibility
site features
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Professional, attractive page design
Easy navigation, well organized site
Absence of errors and broken links
Certifications, recommendations, or
seals from trusted third parties
Interactive features
Paid access to information
Fast download speed
Domain name suffix
Absence of advertising
Sponsorship by or links to reputable
organizations
Presence of privacy and security policies
Web credibility
author features
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information features
Author identification
Author qualifications and credentials
Author contact information
Absence of commercial motive
Reputation, name recognition
• Presence of date stamp showing
information is current
• Citations (especially to scientific data or
references), links to external authorities
• Message relevance, tailoring
• Professional-quality and clear writing
• Message accuracy, bias, plausibility
• Information breadth and depth
• Description of editorial review process or
board
user features
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Past experience with source
Internet experience & reliance
Age
Prior knowledge and attitudes
Motivation/goal for search task
Some Key Findings
Web is perceived to be a credible medium
People are not willing to verify Web information
Internet reliance and experience matter
Web site type matters
Source reputation matters
Site design matters most!