@MASTERSTHESIS{pgi2020027,
	author = "L. Machnee",
	supervisor = "I. Ruthven",
	title = "Authority, Credibility and Trust in Vegan Blogs: Methods used by Content Creators in the Presentation of Information",
	school = "Department of Computer and Information Sciences, University of Strathclyde",
	year = "2019",
	abstract = "Online channels are becoming an increasingly common method used by the public for 
health information seeking. Within the online platforms available, user generated content 
(UGC) sites such as blogs are an accessible and popular source of information. The 
percentage of the world population that follow a vegan lifestyle is also on the rise, leading 
to a need for those individuals to understand the quality of the content that they encounter 
on UGC sites, as well as for information professionals to understand how to guide these 
users in assessing the information. 
 
This study used a survey based approach to analyse six UK based vegan blogs. The 
biographical content and two recipe posts from each blog were assessed using content 
analysis, discourse analysis and thematic analysis. The analysis examines the methods used 
by content creators to give an air of cognitive authority and an impression of credibility to 
their content, and how they use personal stories within posts to build a sense of trust and 
authenticity with their users. 
 
The research found that writing with confidence, using a positive approach to writing and 
referring to personal experiences were methods used to instil an air of authority. The same 
methods were used to give an impression of cognitive credibility, as credibility impacts 
authority. Personal stories we used to create a sense of trust and authenticity with users by 
providing opportunities for users to relate to and make personal connections with content 
creators. Content creators shared the positive health benefits of following a vegan lifestyle, 
including improved physical and mental health, as well as  showcasing ways in which they 
have gained a positive reputation in the vegan community.  ",
}