Abstract
ABSTRACTThis study tried to explore the role of Facebook, Plurk, and YouTube in the two-step and N-step flows of communication models during the 2012 Taiwanese presidential election, and the possible effect on political efficacy caused by usage of the above online platforms. The results showed that higher frequency of online search for campaign information correlated to greater inclination to discuss related issues on Facebook and Plurk; and higher frequency of viewing political videos on YouTube correlated to more sharing behaviour. This validated the existence of the two-step flow of campaign communication online. The hypothesis of the N-step theory was also confirmed as forwarding behaviour among voters was found to be positively correlated to frequency of discussion on Facebook and Plurk. Moreover, Facebook, Plurk, and YouTube usage was demonstrated to have a significant positive effect on political efficacy.
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