Does a hyperlink function as an endorsement?

Authors:
Eric DiMuzio;S. Shyam Sundar
Affiliations:
Media Effects Research Laboratory, The Pennsylvania State University;Media Effects Research Laboratory, The Pennsylvania State University, USA,Department of Interaction Science, Sungkyunkwan University, Seoul, Korea
Venue:
PERSUASIVE'12 Proceedings of the 7th international conference on Persuasive Technology: design for health and safety
Year:
2012

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Abstract

Websites often provide hyperlinks to other sites featuring related content. Does this imply an endorsement of the content presented on those linked sites? We answered this question with a 2 x 2 between-subjects factorial experiment in which we systematically varied source credibility (high vs. low) and source sequence (linking vs. linked). All study participants (N = 572) read a dubious story questioning the value of sunscreen, with a link at the bottom to a related story with the same claim. Results show that user perceptions of interest value (i.e., appeal) do transfer over from the linking site to the linked site. However, the source signal is quite salient when it comes to evaluations of newsworthiness and trustworthiness, with users taking note of the differences in credibility. Design implications of these findings for persuasive communications are discussed.