Audience perception on the credibility of online journalism
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Date
2025-12-31
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Abstract
In the digital era, social media has become a central source of news valued for its speed and
accessibility, but it also raises serious concerns about misinformation and declining trust.
Anchored on the source credibility theory, which argues that audiences are more persuaded
by sources perceived as trustworthy and knowledgeable. the study examined how residents of
Ilorin-South perceived the credibility of social media journalism, focusing on their trust
levels, evaluation criteria, and coping strategies for identifying reliable information. Using
survey data from 384 respondents, the study found that although 65% expressed some level of
trust in social media news, almost 20% remained sceptical, highlighting an ongoing tension
between accessibility and authenticity. Respondents relied heavily on credibility cues such as
source reputation (73%), supporting evidence (68%), consistency across multiple outlets
(75%), and professional language (78%), while nearly 80% acknowledged that peer
endorsements subtly shaped their perceptions. Despite these indicators, misinformation
remained a major concern, with 68% of participants reporting that they frequently crosscheck social media news with other platforms to verify accuracy. These patterns affirm the
continued relevance of the source credibility theory in digital spaces where audiences must
independently evaluate a wide range of content producers, from established media
organisations to everyday influencers. Based on these findings, the study recommended
strengthening professionalism among online journalists, enhancing the visibility of verified
sources, encouraging digital literacy practices such as cross-referencing, and promoting
collaboration between traditional and online media to improve the reliability of social media news.
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Citation
5. Shaibu, A.J & Adegboyega, M. (2025). Audience perception on the credibility of online journalism. International Journal of Intellectual Discourse, 8 (4). Published by the Faculties of Social and Management Sciences, Bauchi State University, Gusau, Nigeria. https://ijidjournal.org