Digital Communication and Information Credibility: How Online Content Shapes Public Perception

Abstract

In this study, the perceived credibility in the digital environment is explored by analyzing the characteristics of online content using a cross-sectional survey of 489 adult internet users. It draws on the Elaboration Likelihood Model, Source Credibility Theory, Uses and Gratifications Theory, and the Media Literacy Framework to examine the impact of source verification, engagement indicators, content format, platform context, and digital media literacy on judgments of credibility. Four experimental vignette conditions and two structured questionnaires were used to gather data, with a 2 × 2 factorial design. Regression, t-test, and ANOVA results indicate that verified sources significantly increase perceived credibility (β = 0.41, p < .001), as do engagement cues like likes and shares, albeit to a lesser extent. Digital media literacy negatively moderates the relationship between engagement metrics and credibility (β = –.147, p < .001), such that more media-literate users rely less on these cues. The final model accounts for 46% of the variance in perceptions of credibility (R² = 0.46). The results underline the joint role of platform design and user competencies in information evaluation. The study helps to understand the formation of digital credibility and provides insights for media literacy and countering misinformation.