Are memes credible?

The study used a random sample of U.S. social media users (N = 1,200) with source credibility as the theoretical framework. Results indicate that memes with expert source attribution are more credible than those with nonexpert source attribution. The same applies to the persuasiveness of the memes.

Are memes credible and persuasive?

Additionally, there is a positive correlation between the credibility of a meme and its persuasiveness. Age correlates inversely with persuasion and pro-mask/vaccine memes are more credible and persuasive than anti-mask/vaccines memes. These results have implications regarding COVID-19 messaging as well as on meme-based communication.

Do memes elicit more credibility than a subjective message?

Likewise, memes with an objective message ( M = 6.60, SD = 1.93) elicited more credibility than memes with a subjective message ( M = 5.22, SD = 1.79, p < .001, t = 5.01), and were also more persuasive ( M = 4.62, SD = 2.67) than those with a subjective message ( M = 3.27, SD = 2.17, p < .001, t = 4.61).