Politician's strategic impression management on Instagram

Younbo Jung; Ashley Tay; Terence Hong; Judith Ho; Yan Hui Goh

Politician's strategic impression management on Instagram

Younbo Jung, Ashley Tay, Terence Hong, Judith Ho, Yan Hui Goh

Nanyang Technological University

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

23 Citations (Scopus)

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.

Original language	English
Title of host publication	Proceedings of the 50th Annual Hawaii International Conference on System Sciences, HICSS 2017
Editors	Tung X. Bui, Ralph Sprague
Publisher	IEEE Computer Society
Pages	2195-2201
Number of pages	7
ISBN (Electronic)	9780998133102
Publication status	Published - 2017
Externally published	Yes
Event	50th Annual Hawaii International Conference on System Sciences, HICSS 2017 - Big Island, United States Duration: Jan 3 2017 → Jan 7 2017

Publication series

Name	Proceedings of the Annual Hawaii International Conference on System Sciences
Volume	2017-January
ISSN (Print)	1530-1605

Conference

Conference	50th Annual Hawaii International Conference on System Sciences, HICSS 2017
Country/Territory	United States
City	Big Island
Period	1/3/17 → 1/7/17

Bibliographical note

Publisher Copyright:
© 2017 Proceedings of the Annual Hawaii International Conference on System Sciences. All rights reserved.

ASJC Scopus Subject Areas

General Engineering

Cite this

Jung, Y., Tay, A., Hong, T., Ho, J., & Goh, Y. H. (2017). Politician's strategic impression management on Instagram. In T. X. Bui, & R. Sprague (Eds.), Proceedings of the 50th Annual Hawaii International Conference on System Sciences, HICSS 2017 (pp. 2195-2201). (Proceedings of the Annual Hawaii International Conference on System Sciences; Vol. 2017-January). IEEE Computer Society.

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title = "Politician's strategic impression management on Instagram",

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.",

author = "Younbo Jung and Ashley Tay and Terence Hong and Judith Ho and Goh, {Yan Hui}",

note = "Publisher Copyright: {\textcopyright} 2017 Proceedings of the Annual Hawaii International Conference on System Sciences. All rights reserved.; 50th Annual Hawaii International Conference on System Sciences, HICSS 2017 ; Conference date: 03-01-2017 Through 07-01-2017",

year = "2017",

language = "English",

series = "Proceedings of the Annual Hawaii International Conference on System Sciences",

publisher = "IEEE Computer Society",

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Jung, Y, Tay, A, Hong, T, Ho, J & Goh, YH 2017, Politician's strategic impression management on Instagram. in TX Bui & R Sprague (eds), Proceedings of the 50th Annual Hawaii International Conference on System Sciences, HICSS 2017. Proceedings of the Annual Hawaii International Conference on System Sciences, vol. 2017-January, IEEE Computer Society, pp. 2195-2201, 50th Annual Hawaii International Conference on System Sciences, HICSS 2017, Big Island, United States, 1/3/17.

Politician's strategic impression management on Instagram. / Jung, Younbo; Tay, Ashley; Hong, Terence et al.
Proceedings of the 50th Annual Hawaii International Conference on System Sciences, HICSS 2017. ed. / Tung X. Bui; Ralph Sprague. IEEE Computer Society, 2017. p. 2195-2201 (Proceedings of the Annual Hawaii International Conference on System Sciences; Vol. 2017-January).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

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AU - Hong, Terence

AU - Ho, Judith

AU - Goh, Yan Hui

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AB - 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.

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Politician's strategic impression management on Instagram

Abstract

Publication series

Conference

Bibliographical note

ASJC Scopus Subject Areas

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