Categorizing Young Facebook Users Based On Their Differential Preference of Social Media Heuristics: A Q-Methodology Approach

Abstract Background: Social media have become an integral part of our modern society by providing platforms for users to create and exchange news, ideas, information. The increasing use social has raised concerns about the reliability shared information, particularly information that is generated from anonymous users. Though prior studies confirmed important roles heuristics cues in users’ evaluation trustworthy there been no research–to knowledge–that categorized Facebook based on their approaches evaluating credibility. Method: We employed Q-methodology extract insights 55 young Vietnamese categorize them into different groups distinct sets they used evaluate trustworthiness online Facebook. Results: identified four types user emerged trustworthiness. When Facebook, these assigned priorities differently characteristics content, its original source, sharers or aggregators. named groups: (1) balanced analyst, (2) critical (3) source (4) network analyst. Conclusion: findings offer contribute processing literature. Moreover, marketing practitioners who aim disseminate effectively networks should take groups’ perspectives consideration.