Research On Social Media Credibility Measurement Model

Along with Facebook, Renren, twitter, QQ, micro-blog WeChat have appeared one after another, social media,the fifth generation of media,which focuses digital, multimedia, timeliness, transmission speed, wide range, sociability, interactivity and audience fragmentation, etc,is stepping into people’s lives gradually,that set off a wave of heat frenzy around the globe. However, with the advantages of social media gradually excavating at the same time, the distortion, the rapid spread of rumors, false information and to win the majority of Internet users in the eye and produce a lot of yellow, violent news,these phenomenon common occurance which have interfered the normal communication of social media information, overshadowed the image of social media and severely damaged the credibility of social media.The research of credibility in government class, justice, and the early experience of the mass media have experienced a long and lasting research experience. However, academia have no uniform definition of media credibility. Most existing literature is mainly using theoretical research to put forward the concept of media credibility and cognitive proposed with their own view, little empirical research and extreme lack of data that can support their conclusions..As a new media, research on social media credibility in the country is basically blank.Firstly, through literature study, the author reviewed the concept and features of social media, the type and the concept of credible in comprehensive detail. Then the lack of previous research results were summarized as a basis, presented the main contents of this article " define a concept, construct a model and design a scale. "Based on theoretical analysis, the concept of social media credibility is defined as " The degree of trust and recognition about the natural attribute of social media platform, such as function, design, etc and the professional expertise in media literacy and professional technology of social media institutions by social media users". Secondly, the author summarized the results of previous studies on media evaluation factor, and then set up the social media credibility evaluation model. Again, each metric of the social media credibility evaluation model was subdivided some measurable variables (item), for designing social media credibility measure scale. By using item analysis, reliability analysis, exploratory factor analysis, regression analysis and other empirical research methods, the author selected the metric and the item of social media measurement scale for many times, ultimately the research results verified the defining of social media concept, but also revised the social media measurement scale and the social media credibility evaluation model. And then the author explained the final model of social media credibility evaluation model.Finally, the author summarized the main content, and pointed out that the text of the deficiencies.The main research results in the article is mainly focused on six areas of social media credibility:the basic conception definition, dimensions discussion, model evaluation, measurement scale indicator selection and influencing factors analysis.