ABSTRACT
“Credibility” is a construct as old as Greek philosophy and new as social media. Its literature is plentiful and contradictory, as it ultimately seeks to measure the belief, trust, and similar mercurial concepts that message recipients have in messages and messengers. This chapter describes credibility research through the source–message–channel–recipient model, then discusses shifts in credibility research toward examining these concepts through contextual and network lenses because of changes in communication and media theory and technology.
