Toward a Middle-Range Theory of Environmental Message Credibility in Online Social Networks: An Extended Reasoning Model

Authors

A. J. Burns, Louisiana State UniversityFollow
M. Eric Johnson, Vanderbilt UniversityFollow

Abstract

We propose and empirically examine an extended reasoning model of science-based environmental message credibility on online social networks (OSNs). Building on traditional claim-evidence reasoning, the model incorporates message source, evidence vividness, and group-based identity as key antecedents of perceived credibility. Results from our survey-embedded experiment show that the extended model explains 38% of the variance in the perceived credibility of science-based environmental OSN posts. Both message reasoning style and individuals’ group identities play a significant role in credibility assessments. We found that vivid evidence increased the credibility of the science-based environmental claim to a level comparable to that of claims supported by graphical evidence presented with scientific backing. Additionally, we uncovered an interaction between group-based identity and the message source, which provides a novel explanation of the complex relationship between group-based identity and perceptions of environment-related message credibility. Post hoc analyses further show that, among younger individuals, higher education is associated with greater credibility perceptions of science-based environmental claims, regardless of group identity. We discuss the implications of our findings and present significant opportunities for future research.

Recommended Citation

Burns, A. J. and Johnson, M. Eric (2026) "Toward a Middle-Range Theory of Environmental Message Credibility in Online Social Networks: An Extended Reasoning Model," Journal of the Association for Information Systems, 27(2), 442-474.
DOI: 10.17705/1jais.00973
Available at: https://aisel.aisnet.org/jais/vol27/iss2/4

DOI

10.17705/1jais.00973