Facebook drives more traffic to news websites than any other site and is the most used social platform in the journalistic process, elevating the importance of what organizations post there. Central to consumer’s decision to engage is their assessment of credibility. This study examines how characteristics of Facebook posts promoting news trigger heuristic cues previously shown to help online consumers’ make such decisions. A 2 (likes, shares, and comments: low vs. high) × 2 (sponsorship: liked brand vs. suggested post) × 3 (post source: peer vs. brand vs. journalist) online experiment was conducted. Participants were U.S. adults (mean age = 35.7) who use Facebook. Results indicate that actions do not always match the assumed actions that traditional heuristic cues would predict. Results can be used by scholars studying credibility and by news brands and journalists to increase credibility and engage audiences on Facebook.

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Facebook 为新闻网站带来的流量比任何其他网站都多，并且是新闻过程中最常用的社交平台，提升了组织在那里发布内容的重要性。消费者参与决策的核心是他们对可信度的评估。这项研究调查了 Facebook 宣传新闻的帖子的特征如何触发先前显示的启发式线索，以帮助在线消费者做出此类决定。进行了 2（点赞、分享和评论：低 vs. 高）×2（赞助：喜欢的品牌 vs. 推荐帖子）×3（帖子来源：同行 vs. 品牌 vs.记者）在线实验。参与者是使用 Facebook 的美国成年人（平均年龄 = 35.7）。结果表明，动作并不总是与传统启发式线索预测的假设动作相匹配。