Factors associated to perceived credibility and authority (or social influence) in online news media in Colombia

Abstract

Media studies often are under expert judgment. This practice relegates media consumers to the background. This study evaluated qualitatively and quantitatively perceived credibility and authority from the online media consumers’ point of view in Colombia. It was found that online credibility is relatively low compared with traditional media, but reputation excels over its relationship with traditional media. Unlike what has been reported, virtual consumers take into account certain criteria to evaluate digital media credibility, including author´s contribution to the news story, as well as his/her experience and expertise. It is possible that him/her, and not the media itself, is the main influencer or authority criteria for these digital consumers.