Politician's Strategic Impression Management on Instagram

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dc.contributor.authorJung, Younbo
dc.contributor.authorTay, Ashley
dc.contributor.authorHong, Terence
dc.contributor.authorHo, Judith
dc.contributor.authorGoh, Yan Hui
dc.date.accessioned2016-12-29T00:53:06Z
dc.date.available2016-12-29T00:53:06Z
dc.date.issued2017-01-04
dc.description.abstractWith the growing trend of Instagram usage among politicians, this study investigates the effects of two self-presentation styles of personalization (i.e. presenting the private over the public life of a politician) and interactivity (i.e. presenting the active versus passive voice of a politician) on voters’ perception of politicians and their voting intention in the context of Instagram. The results of an experiment (n = 120) showed that presenting the public life of a politician had a more positive effect on perception of character, compared to the private life. Using a highly interactive style on Instagram had a more positive effect on perception of character, compared to a lack of interactivity. Finally, character perception was found to be a mediator for the effects of personalization and interactivity on voting intention. Theoretical implications with respect to impression management on social media, as well as practical implications for political engagement, are discussed.
dc.format.extent7 pages
dc.identifier.doi10.24251/HICSS.2017.265
dc.identifier.isbn978-0-9981331-0-2
dc.identifier.urihttp://hdl.handle.net/10125/41420
dc.language.isoeng
dc.relation.ispartofProceedings of the 50th Hawaii International Conference on System Sciences
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectImpression management
dc.subjectInteractivity
dc.subjectInstagram
dc.subjectPersonalization
dc.subjectPoliticians
dc.titlePolitician's Strategic Impression Management on Instagram
dc.typeConference Paper
dc.type.dcmiText

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