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 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 that 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.
DOI
10.17705/1jais.00973
Recommended Citation
Burns, A. J. and Johnson, M. Eric, "Toward a Middle-Range Theory of Environmental Message Credibility in Online Social Networks: An Extended Reasoning Model" (2025). JAIS Preprints (Forthcoming). 214.
DOI: 10.17705/1jais.00973
Available at:
https://aisel.aisnet.org/jais_preprints/214