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Contribution Details
| Type | Master's Thesis |
| Scope | Discipline-based scholarship |
| Title | ‘Trust Me, I Am A Doctor’: The Credibility Of Doctor Titles On Twitter |
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| Institution | University of Zurich |
| Faculty | Faculty of Business, Economics and Informatics |
| Date | 2023 |
| Abstract Text | The measurement of credibility for Twitter content has gained significant attention due to the difficulty in verifying the accuracy of posts, particularly those made by users who identify themselves as experts by including titles such as Dr.’ or M.D.’ in their display name. This study aimed to investigate three research questions. First, we assessed the credibility of users who display qualified titles on Twitter. Next, we analysed the types of viewers who are most susceptible to the influence of such users, and finally we proposed strategies that can be used by actual ‘Dr.’ titled users to enhance their credibility on the platform. To gather data, a between-subject experiment and a survey were designed and conducted. The results indicate that users with professional titles in their display names are perceived as more credible than those without such titles. Additionally, the study found that individuals who have never used Twitter before are the most impacted by Twitter content. Our study suggests that real ‘Dr.’ titled users can increase their credibility by including a relevant bio in their profile and by including paper links in their tweets. By doing so, these users can more effectively persuade the public of their expertise. |
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