Credibility the Internet Has Changed

¶ … Credibility

The Internet has changed the way in which information is used and perceived in a number of ways. Indeed, the difference in these uses mean that the information from the Internet is perceived differently from information gained from more traditional sources such as hard copy magazines or books. One of the most prominent factors in comparing traditional with online sources is source credibility. When comparing hardcopy sources with electronic sources of information and advertising, it appears that source credibility for the former is more important than for the latter.

While this is true for sources of information such as articles and research projects, both online and hardcopy advertising appears to rely not on source credibility, but upon image and initial perception for its effectiveness. Advertising by nature is based upon an exaggeration of features to encourage the public to make use of the goods or services being advertised. The Internet lends itself particularly well to this form of communication.

Studies focusing on Internet users have shown that the one of the most important deciding factors in choosing one Internet site over another is the presentation of information. An attractive combination of images and text encourages users to investigate the site and remain longer. This is even more true of online advertising.