1 Innovative Communication, The Department2 Culture, Aesthetics, Organisations and Society, The Department3 Digital Culture, Software & Systems, The Department4 unknown
This article investigates the impact of social dynamics on online credibility. Empirical studies by Pettingill (2006) and Hargittai, et al. (2010) suggest that social validation and online trustees play increasingly important roles when evaluating credibility online. This dynamic puts pressure on the dominant theory of online credibility presented by Fogg and Tseng (1999). To remedy this problem we present a new theory we call “aggregated trustworthiness” based on social dynamics and online navigational practices.