Effects of Message Completeness and Source Expertise in Online Health Discussion Boards

Authors

  • Thanomwong Poorisat Nanyang Technological University
  • Benjamin Hill Detenber Nanyang Technological University
  • Franklin J. Boster Michigan State University
  • Benjamin J. Li Nanyang Technological University

Keywords:

persuasion, credibility, source expertise, message completeness, health discussion board

Abstract

This study examines the effect of message completeness (presence vs. absence of an explanation), source expertise (doctor vs. layperson), and task importance (low vs. high) on message elaboration, perceived message credibility, and behavioral intentions in the context of an online health discussion board (N = 499). Results from an experiment show that message completeness increased perceived message credibility, which in turn increased intentions to follow and share the advice. The main effect of source expertise on message elaboration, perceived message credibility, and behavioral intentions was not observed. Neither the effect of message completeness nor the effect of source expertise varied with the level of task importance. These findings suggest that the presence of an explanation may be key to establishing credibility in the context of an online health discussion board.

Author Biographies

Thanomwong Poorisat, Nanyang Technological University

Thanomwong Poorisat received her Ph.D. in communication research with a focus on cognitive processing from Wee Kim Wee School of Communication and Information at Nanyang Technological University, Singapore in 2015. She is currently working as a research fellow at the school. Her research interests include cognitive processing, public opinion, and health communication.

Benjamin Hill Detenber, Nanyang Technological University

Benjamin H. Detenber (PhD, Stanford University) is an associate professor in and formerly the Chair of the Wee Kim Wee School of Communication and Information at Nanyang Technological University. His research interests include the social and psychological significance of media technologies, message processing, public opinion and political communication, and media ethics and education. His research has appeared in the Journal of Communication, Media Psychology, New Media & Society, Communication Research, and elsewhere.

Franklin J. Boster, Michigan State University

Franklin J. Boster (Ph.D., Michigan State University) is presently a Professor in the Department of Communication at Michigan State University where he teaches classes in social influence, methods, and statistics. He also holds appointments as Adjunct Professor at the Michigan State University College of Law, as a Research Fellow of the Trial Practice Institute at the Michigan State University College of Law, and as an Adjunct Professor in the School of Community and Behavioral Health at the University of Iowa. He has received ICA Fellow status for his contributions to the study of human communication.

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Published

2019-01-29

Issue

Vol. 13 (2019)

Section

Articles

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