The Relatonship Between Vividness and Engagement on Social Media Postings of Selected Malaysian Politicians

Abstract

This study was conducted to investigate vividness level of the Facebook and Twitter posts put up by four selected Malaysian politicians and to the determine the relationship between vividness and engagement on their social media postings. The study employed purposeful sampling and the data collected were analysed quantitatively. The participants of the study were four (4) politicians dubbed as the new generation of Malaysian politicians: Syed Saddiq [1], Hannah Yeoh [2], Amirudin Shari [3] and Kasthuri Patto [4]. The data for the study were social media postings put up by the aforementioned politicians, which were directly related to the Taman Sri Muda flood crisis, dated from the 17th of December 2021 to the 10th of January 2022. It was found that a total of sixty-three (63) related posts were put up by the politicians during the study period. Thirteen (13) posts have high vividness while thirty-two (32) and eighteen (18) posts have medium and low vividness respectively. It was also found that there is a significant (p=0.001) moderate positive linear relationship (r = 0.392) between vividness and engagement on the social media postings of the selected Malaysian politicians. The findings of the study are significant as they contribute to the body of literature on social media communication. The information from the study is beneficial to social media platform managers for businesses or political parties as it provides useful insights on vividness and its effects on social media engagement.