Agents of Change or Counterarguing? Investigating the Source Credibility of Celebrity Versus Traditional Experts on Health and Political Behaviors

Abstract

Two online experimental studies ( nstudy1 = 318, nstudy2 = 462) were conducted to examine whether social media informant type (celebrity influencer vs. expert) and presentation type (numeric vs. generic information) influenced behavioral intentions. Results from Study 1 found that expert-authored posts with numeric information were more persuasive for credibility assessments and, in turn, intentions to obtain the COVID-19 booster vaccine. In Study 2, we retest our hypotheses in the context of support for police reform. Contrary to expectations, neither message manipulation persuaded individuals. Partisanship, however, played a key role in behavioral intentions.