Filipinos' Preference on Delivery of Credible News Information on Social Media: A Conjoint Analysis Approach

Over the years, social media has quickly changed information and communication technologies. More people are utilizing social media as a tool not only for communication but also to receive and spread the news about politics, business, and society. The purpose of this study is to determine the combination of attributes in delivering credible news information on social media that are most preferred by the Filipinos using a Conjoint Analysis Approach. A total of 193 respondents voluntarily participated in this study and rated 25 combinations of attributes created from the orthogonal design using SPPS 25. Specifically, this study utilized different attributes such as the social media platform, delivery accounts, delivery type, language, and level of information. The results showed that social media platform was the attribute most considered by the respondents (38.019%), followed by delivery accounts (30.508%), the level of information extent (14.623%), the language used (8.907%), and the least considered were delivery type (7.943%). The result of the study will benefit the government, news media firms, and other private sectors. It might aid in providing reliable news content on social media and reduce the country's high misinformation and disinformation rates.