Audience perception on the credibility of online journalism

Abstract

In the digital era, social media has become a central source of news valued for its speed and accessibility, but it also raises serious concerns about misinformation and declining trust. Anchored on the source credibility theory, which argues that audiences are more persuaded by sources perceived as trustworthy and knowledgeable. the study examined how residents of Ilorin-South perceived the credibility of social media journalism, focusing on their trust levels, evaluation criteria, and coping strategies for identifying reliable information. Using survey data from 384 respondents, the study found that although 65% expressed some level of trust in social media news, almost 20% remained sceptical, highlighting an ongoing tension between accessibility and authenticity. Respondents relied heavily on credibility cues such as source reputation (73%), supporting evidence (68%), consistency across multiple outlets (75%), and professional language (78%), while nearly 80% acknowledged that peer endorsements subtly shaped their perceptions. Despite these indicators, misinformation remained a major concern, with 68% of participants reporting that they frequently cross check social media news with other platforms to verify accuracy. These patterns affirm the continued relevance of the source credibility theory in digital spaces where audiences must independently evaluate a wide range of content producers, from established media organisations to everyday influencers. Based on these findings, the study recommended strengthening professionalism among online journalists, enhancing the visibility of verified sources, encouraging digital literacy practices such as cross-referencing, and promoting collaboration between traditional and online media to improve the reliability of social media news.