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Abstract
The purpose of this research was to examine the effects of a political candidate’s blog-a form of eWOM (electronic Word-of-Mouth)-on attitudes toward the website, attitudes toward the political candidate, and intentions to vote. The results showed that interactivity in the form of a blog significantly influenced attitude toward the website, but not attitudes toward the candidate or voting intention. However, perceived interactivity influenced all three dependent variables, but did not interact with interactivity, suggesting that these are two separate constructs. The effects were mediated by parasocial interaction.
Additional information
Kjerstin Thorson is an M.A. candidate at the University of Missouri School of Journalism. Her research explores the impact of new media on political evaluations and participation in politics.
Shelly Rodgers (Ph.D.) is an Assistant Professor in the Department of Advertising at the University of Missouri-Columbia’s School of Journalism. Her research examines information processing of Internet health care advertising, marketing and communication, and the impact of new technologies on psychosocial well-being.