Assessing Impact of Media

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‘I saw the news on Facebook’: Brand attribution when accessing news from distributed environments

This study from the Reuters Institute shows that less than half of people surveyed can remember the original source when they encounter news stories through social media or online searching. Among other insights, the study reveals that correct attribution is more likely when content is shared via Twitter rather than Facebook, and that younger people are almost twice as likely to correctly attribute a news brand when reading stories through social media compared to older people.

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