President Obama embraced social media and remains one of the most followed persons on Twitter. The focus of this study is twofold: to assess how the President’s use of Twitter affected (a) Millennials’ perception of Obama and (b) Millennials’ interest and likelihood to participate in the political process. Study findings provide support for a model derived from information processing theory. Results also suggest that message orientation (or perceived favorability) predicted source credibility, which stems from message content as well as the Twitter medium by which the message was delivered. Implications for study findings – including optimal strategies for cultivating a social media presence – are discussed.
Xeller, J. and Atkin, D. (2019), "The First Twitter Handle(s) of the United States: An Information Processing Perspective on Twitter use by the President of the United States and Its Effect on Millennials", Schulz, J., Robinson, L., Khilnani, A., Baldwin, J., Pait, H., Williams, A., Davis, J. and Ignatow, G. (Ed.) Mediated Millennials (Studies in Media and Communications, Vol. 19), Emerald Publishing Limited, pp. 129-146. https://doi.org/10.1108/S2050-206020190000019008Download as .RIS
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