Exploring the news media credibility among Facebook users in Universiti Teknologi MARA (UITM) Negeri Sembilan branch campus / Farah Adibah Mohamad Yusuf

The evolution of the Internet has changed people’s interest from traditional media to new media. Today people can keep themselves updated with the news as all the information can be search through new media, especially Facebook. Facebook is one of the platforms with the highest number of users, and thousands of information was served around the globe with the intention of informing and seeking attention. However, the uncontrolled news spreading has caused doubt among media users toward news credibility. By considering the credibility factors and credibility dimensions, the news media’s credibility was defined. The aims of this research were to determine the level of credibility factors and dimension among Facebook users on the UiTM Negeri Sembilan branch campus and to examine its relationship with perceived Facebook credibility. It involved a total of 375 samples selected from the three campuses (Kuala Pilah, Seremban and Rembau) in UiTM Negeri Sembilan. Data were collected via online surveys and were descriptively and inferentially analyzed using Statistical Package for the Social Sciences (SPSS) version 26, Exploratory Factor Analysis (EFA) conducted in order to determine the number of constructs and factors involved, items quality, items loading factors and construct validity. EFA for credibility factors identifies twenty items for quality of news source, technology acceptance, and interactive media, while for credibility dimensions, EFA identifies thirty-six items for source credibility and message credibility. The results showed that Facebook credibility factors and Facebook credibility dimensions were all at moderate levels. Thus, the level of credibility factors and credibility dimensions of Facebook were at moderate levels. A regression analysis was performed in order to evaluate the relationship between variables. Results showed a significant positive relationship between the credibility factors and perceived Facebook credibility. The same test was performed, and the results also showed a significant positive relationship between the credibility dimensions and perceived Facebook credibility. Thus, it can be concluded that credibility factors and dimensions have a significant relationship with perceived Facebook credibility.