Effectiveness of Politicians' Soft Campaign on Twitter Versus TV: Cognitive and Experiential Routes

Material TypeArticleLanguageEnglish
TitleEffectiveness of Politicians' Soft Campaign on Twitter Versus TV: Cognitive and Experiential Routes Author(S)Eun-Ju Lee (Author)
Abstract  An experiment (N=183) investigated (a) if individuals respond differently to politicians' Twitter messages and their TV interview, and if so, (b) what cognitive and experiential processes account for such differences. Participants viewed either a segment of a TV talk show, ...Paginationp953-954
SubjectCommunicationDescriptorsCommunication
Journal TitleJournal of Communication  
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