Topic: Source credibility

Legitimate and appropriate science communication: The effects of anthropomorphic and satirical humor on source credibility

Alexandra Frank, Michael A. Cacciatore, Yeo, S.K., & Su, L. Y.-F. (2023, May). “Legitimate and appropriate science communication: The effects of anthropomorphic and satirical humor on source credibility.” Paper presentation at the annual convention of the International Communication Association (ICA 2023), Toronto, Canada.

Abstract: Scientists struggle to keep the public’s trust and attention long enough to adequately communicate evolving scientific issues and developing technologies like artificial intelligence. Research has shown humor to be an effective way to communicate scientific issues on social media. However, little is known about how the different subtypes of humor affect source perceptions. This study provides empirical evidence that two common humor types, satire and anthropomorphism, can increase source likability and perceptions that the source of the scientific information in the humor attempt is appropriate and legitimate.

The importance of source credibility in crises to maintain corporate reputation in a socially mediated era: A mediating role of source credibility

Accepted for presentation at the International Public Relations Research Council Conference, Orlando, FL, March 5-7, 2020.

Abstract: This paper aims examines how different source of information affect public’s forgiveness and corporate reputation when an organization employ crisis response strategies. A 2 (crisis strategies: defensive vs accommodative) x 3 (source: organization, CEO, employee) between-subjects experiment design will be conducted to explore the relationship among variables.