Credibility Judgment of Health Information on Facebook: A Case of Thai Facebook Users

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Yaninee Petcharanan
Duang-kamol Chartprasert


Facebook users worldwide had been facing challenges of information credibility. This study aimed to address this issue among Thai Facebook users by focusing on health information in particular. This study applied heuristic approach as a frame of the study. Data were collected from 50 participants by using in-depth interviews. The results revealed three different processes and five heuristics, namely, reputation heuristic, authority heuristic, expectancy violation heuristic, persuasive intense heuristic, and bandwagon heuristics that participants adopted when making a credibility judgment of health information on Facebook. Implication of the study and a direction of future research were also discussed.

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