The Impact of Use Motives on Politicians' Social Media Adoption
ISSN
0018-876X
Type
conference paper
Date Issued
2013-06-19
Author(s)
Abstract
Social media are believed to contribute to a more participatory political environment by providing access to online conversations and by facilitating connections between like-minded individuals. Still, politicians seem slow in actually adopting social media into their communication efforts. Based on a survey conducted among politicians active on the federal level in Switzerland, we explore motives of social media use and their impact on social media adoption. We are able to differentiate three use motives which contribute to distinct use patterns. Based on a model of social media acceptance, we find that use motives do in fact impact social media adoption. We conclude that politicians with more use experience and a clearer grasp of the specific benefits of social media choose a more active, strategic and professional approach to social media communication.
Language
English
Keywords
Social Media
Political Communication
Technology Acceptance
Antecedents
HSG Classification
contribution to scientific community
HSG Profile Area
SoM - Business Innovation
Refereed
Yes
Book title
Challenging Communication Research
Publisher
International Communication Association
Publisher place
Austin, Texas
Start page
31
Event Title
63rd Annual Conference of the International Communication Association (ICA) 2013
Event Location
London, UK
Event Date
17.-21.06.2013
Subject(s)
Division(s)
Eprints ID
224582