Vol. 7, Issue 2, Part I (2025)

The present analytical study explores how media literacy and source credibility influence audience behavior and communication effectiveness. Adopting a descriptive research design, primary data were collected from 180 respondents through a structured questionnaire, using purposive sampling to ensure balanced representation across gender, age, education, and income groups. Descriptive statistics were employed to analyze demographic profiles, while linear and hierarchical regression analyses were conducted to test the hypothesized relationships among Audience Media Literacy (AML), Perceived Credibility of the Source (PCS), and Behavioral Change (BC). The results revealed that Audience Media Literacy significantly and positively impacts Behavioral Change, indicating that individuals with higher media literacy demonstrate greater critical awareness and responsible media engagement. Further, AML was found to significantly influence Perceived Source Credibility, suggesting that media-literate audiences tend to evaluate information authenticity more effectively. Hierarchical regression analysis confirmed that PCS mediates the relationship between AML and BC, highlighting that credibility strengthens the impact of media literacy on behavioral outcomes. The study concludes that enhancing media literacy and ensuring credible communication sources are vital for improving communication effectiveness.