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Technological advances of the 21st century are changing how people get news and what they expect from it. How a message is presented—as straight, opinionated, collaborative, or blog news—affects its credibility. This experiment suggests that the strongest predictor of article and organizational credibility online is the author’s perceived expertise, but in today’s digital age, that expertise is largely determined by the level of coorientation between the sender and receiver.
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Meyer et al. (2010) studied this question.
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