TY  - CHAP
AB  - Abstract 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.
VL  - 19
SN  - 978-1-83909-078-3, 978-1-83909-077-6/2050-2060
DO  - 10.1108/S2050-206020190000019008
UR  - https://doi.org/10.1108/S2050-206020190000019008
AU  - Xeller John
AU  - Atkin David J.
ED  - Jeremy Schulz
ED  - Laura Robinson
ED  - Aneka Khilnani
ED  - John Baldwin
ED  - Heloisa Pait
ED  - Apryl A. Williams
ED  - Jenny Davis
ED  - Gabe Ignatow
PY  - 2019
Y1  - 2019/01/01
TI  - 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
T2  - Mediated Millennials
T3  - Studies in Media and Communications
PB  - Emerald Publishing Limited
SP  - 129
EP  - 146
Y2  - 2024/09/21
ER  -