Who We Trust Online: Source Gender, Message Framing, and Perceived Similarity in Online Public Health Message Credibility

Date of Award

5-9-2026

Degree Name

M.A. in Communication

Department

Department of Communication

Advisor/Chair

Kelly Vibber

Abstract

This study examined how different characteristics of a message’s source, the audience reading it, and the message itself influence perceived message credibility and audience vaccine intention in the context of annual flu vaccination. Furthermore, this study utilizes the framework of the situational theory of problem solving (STOPS) to investigate how audience involvement recognition in the flu outbreaks in the US influences the communicative action taken during flu outbreaks in the US. The results of this study suggest audiences perceive messages to be more credible when they perceive the message’s source as being similar to them. Furthermore, audiences that perceived messages as conveying goodwill and caring viewed them as more credible. were more likely to express vaccine intention. The findings of this study suggest that online public health messages should be empathetic and targeted toward the specific audience whose behavioral intentions they are trying to influence, instead of just factual content.

Keywords

Communication

Comments

OCLC No. 1591639898

Rights Statement

Copyright 2026, author.

Link to Full Text

Share

COinS
 
 
 

Links