Abstract
The success of Barack Obama’s 2008 U.S. presidential campaign led politicians and voters to pay attention to social media. Today, social media is an essential tool for political campaigns in most countries. This study focuses on important features of social media, network-mediated human interactivity, and linguistic formality. Findings suggest that linguistic formality and human interaction in messages influence perceived friendliness, dependability, and truthfulness of the message source (politicians), as well as the receivers’ (constituents’) behavioral intent to vote for the message source in an upcoming election.
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