The social media balancing act: Testing the use of a balanced self-presentation strategy for politicians using twitter

作者：

Highlights：

• Personal tweets by politicians foster increased party interest and intention to vote.

• Balancing professional and personal communications is the best strategy.

• Liking the tweets is a significant mediator of favorable response.

摘要

•Personal tweets by politicians foster increased party interest and intention to vote.•Balancing professional and personal communications is the best strategy.•Liking the tweets is a significant mediator of favorable response.

论文关键词：Social media,Twitter,Political marketing,Self presentation

论文评审过程：Received 6 December 2016, Revised 16 March 2017, Accepted 19 April 2017, Available online 20 April 2017, Version of Record 29 April 2017.

论文官网地址：https://doi.org/10.1016/j.chb.2017.04.042