Interactivity and Credibility in Social Media News: The Effects of Likes, Comments, and Shares on Audience Trust in Digital News Content

Abstract

The widespread adoption of social media has reshaped the circulation and evaluation of news, with platforms such as Instagram, X, Facebook, and TikTok increasingly serving as primary sources of information. Their built-in interactive features—likes, comments, and shares—often operate as visible markers of audience endorsement and may influence perceptions of news credibility. This study investigates how interactivity affects perceived news credibility among Indonesian social media users and examines the roles of source credibility and trust in digital media in shaping these evaluations. Using an online survey (n = 350), the study employs Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess direct, moderating, and mediating relationships within the proposed model. The findings indicate that interactivity contributes modestly to credibility perceptions, but its effect strengthens when audiences view the news source as reliable. Trust in digital media is shown to partially mediate the relationship, suggesting that credibility judgments are not solely determined by engagement metrics but also by broader assessments of the digital information environment. The study underscores the need for platforms and news organizations to prioritize transparency, accuracy, and contextual information rather than relying exclusively on popularity signals. Practical implications for media professionals and theoretical contributions to digital journalism studies are discussed.