Date of Award

5-2025

Degree Type

Thesis

Degree Name

Honors Thesis

Department

Marketing

First Advisor

Chi Zhang

Second Advisor

Deborah Skinner

Abstract

Social media platforms, including Facebook, Instagram, and X, serve as major sources of health-related information. However, the credibility and accuracy of this information remain a critical concern. This study used a 2 x 3 between subject experiment design to examine the effects of two information sources (individual influencers, nonprofit organizations) and three message types (general message, message with statistics, message with testimony) on perceived credibility and engagement. Participants were recruited through two primary channels to ensure a diverse and engaged sample. First, an email invitation was distributed by the head of the Butler University Honors Program to all students within the program, targeting academically high- achieving individuals. Second, the survey link was shared via a personal LinkedIn post, where it gathered over 1,600 impressions, expanding the reach beyond the university community and into a broader professional and social network. These methods helped attract a sample with varying backgrounds while maintaining a level of educational engagement appropriate for the study’s focus on credibility and health communication. Based on responses from 113 participants recruited via LinkedIn and email, results showed that nonprofit organizations were generally perceived as more credible than individual influencers. Statistical messages increased engagement when shared by nonprofits, while testimonials were more effective for increasing engagement when shared by influencers. Additionally, statistical content significantly increased participants’ likelihood of seeking more information, regardless of source. However, message type had no significant effect on perceived completeness of information. These findings offer actionable insights for designing more trustworthy and engaging health communication on social media.

Download

Included in

Marketing Commons

Share

COinS