A new study has found that trust is a focal element in determining users’ behavioral intentions.  The findings by Jieun Shin, University of Florida College of Journalism and Communications (UFCJC) Media Production, Management, and Technology assistant professor, and Sylvia Chan-Olmsted, UFCJC Media Production, Management, and Technology professor and Media Consumer Research director, are featured in “User Perceptions and Trust of Explainable Machine Learning Fake News Detectors” published in the International Journal of Communication, Volume 17, (2023).

Shin and Chan-Olmsted explored the factors that explain users’ trust and usage intent of the leading explainable artificial intelligence (AI) fake news detection technology.

According to the authors, “We examined the relationships between various human factors and software-related factors using a survey. Users’ trust levels in the software were influenced by both individuals’ inherent characteristics and their perceptions of the AI application. Trust levels were higher when users perceived the application to be highly competent at detecting fake news, be highly collaborative, and have more power in working autonomously.”

Chan-Olmsted was also part of a research study on exploring trust in media brands. Her findings, along with co-authors Steffen Heim, Claudia Fantapié Altobelli, Michael Fretschner and Lisa-Charlotte Wolter, were featured in “Exploring Trust in Media Brands Today: Definition, Dimensions and Cross-National Differences” published in the Hamburg, Germany Helmut Schimidt Universität Institute for Marketing Discussion Paper No. 11.

The research paper seeks to define a substantive and timely definition of the term “media brand” and the multidimensional structure of media brand trust distinguished from available trust models.

According to the authors, “Our findings have several implications for managers from media brands and advertisers. First, the definition of what a media brand is (and is not) defined from a consumer’s perspective allows for the establishment of a better understanding of their own company’s perception in the market. This understanding is fundamental for the evaluation of factors relevant to development of a successful communication with consumers.”

Posted: January 5, 2023
Category: AI at CJC News, College News
Tagged as: Jieun Shin, Sylvia Chan-Olmsted