Politician's Strategic Impression Management on Instagram

dc.contributor.author Jung, Younbo
dc.contributor.author Tay, Ashley
dc.contributor.author Hong, Terence
dc.contributor.author Ho, Judith
dc.contributor.author Goh, Yan Hui
dc.date.accessioned 2016-12-29T00:53:06Z
dc.date.available 2016-12-29T00:53:06Z
dc.date.issued 2017-01-04
dc.description.abstract With 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.extent 7 pages
dc.identifier.doi 10.24251/HICSS.2017.265
dc.identifier.isbn 978-0-9981331-0-2
dc.identifier.uri http://hdl.handle.net/10125/41420
dc.language.iso eng
dc.relation.ispartof Proceedings of the 50th Hawaii International Conference on System Sciences
dc.rights Attribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.uri https://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subject Impression management
dc.subject Interactivity
dc.subject Instagram
dc.subject Personalization
dc.subject Politicians
dc.title Politician's Strategic Impression Management on Instagram
dc.type Conference Paper
dc.type.dcmi Text
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