Department of Communication, Seoul National University, Seoul, Korea.
Cyberpsychol Behav Soc Netw. 2012 Oct;15(10):515-20. doi: 10.1089/cyber.2012.0228. Epub 2012 Sep 12.
The present study investigated when and how the level of interactivity in politicians' Twitter communication affects the public's cognitive and affective reactions. In a Web-based experiment (n=264), participants viewed a high profile male politician's Twitter page, wherein he was either actively responding to his followers' questions (high interactivity) or mostly posting messages on his own (low interactivity). Exposure to the high-interactivity Twitter page induced a stronger sense of direct conversation with the candidate (social presence), but only among less affiliative individuals who usually avoid social interaction. Heightened social presence, in turn, led to more positive overall evaluations of the candidate and a stronger intention to vote for him. Although those in the high-interactivity condition generated more positive thoughts, they had fewer issue-related thoughts and exhibited poorer recognition of the issues mentioned by the candidate.
本研究旨在探讨政治家在推特上的交流互动程度何时以及如何影响公众的认知和情感反应。在一项基于网络的实验中（n=264），参与者浏览了一位备受瞩目的男性政治家的推特页面，其中他要么积极回应粉丝的问题（高互动性），要么主要发布自己的消息（低互动性）。接触高互动性的推特页面会引发与候选人进行直接对话的更强意识（社交存在感），但仅限于那些通常避免社交互动的不太亲和的人。社交存在感的增强反过来又导致对候选人的整体评价更加积极，投票支持他的意愿也更强。尽管高互动性条件下的参与者产生了更多积极的想法，但他们的问题相关想法较少，对候选人提到的问题的识别也较差。
