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The present study investigated when and how the level of interactivity in politicians' Twitter communication affects the public's cognitive and affective reactions. In a Web-based experiment (n=264), participants viewed a high profile male politician's Twitter page, wherein he was either actively responding to his followers' questions (high interactivity) or mostly posting messages on his own (low interactivity). Exposure to the high-interactivity Twitter page induced a stronger sense of direct conversation with the candidate (social presence), but only among less affiliative individuals who usually avoid social interaction. Heightened social presence, in turn, led to more positive overall evaluations of the candidate and a stronger intention to vote for him. Although those in the high-interactivity condition generated more positive thoughts, they had fewer issue-related thoughts and exhibited poorer recognition of the issues mentioned by the candidate.
Lee et al. (Wed,) studied this question.