Incorporating message format into user evaluation of microblog information credibility: A nonlinear perspective

The spreading of misinformation and disinformation is a great problem on microblogs, leading user evaluation of information credibility a critical issue. This study incorporates two message format factors related to multimedia usage on microblogs (vividness and multimedia diagnosticity) with two well-discussed factors for information credibility (i.e., argument quality and source credibility) as a holistic framework to investigate user evaluation of microblog information credibility. Further, the study draws on two-factor theory and its variant three-factor lens to explain the nonlinear effects of the above factors on microblog information credibility. An online survey was conducted to test the proposed framework by collecting data from microblog users. The research findings reveal that for the effects on microblog information credibility: (1) argument quality (a hygiene factor) exerts a decreasing incremental effect; (2) source credibility (a bivalent factor) exerts only a linear effect; and (3) multimedia diagnosticity (a motivating factor) exerts an increasing incremental effect. This study adds to current knowledge about information credibility by proposing an insightful framework to understand the key predictors of microblog information credibility and further examining the nonlinear effects of these predictors.