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Politicians' clear separation between their professional and private lives has been challenged by a growing need to be seen as personable, especially on social media where this is the norm. Little, however, is known about the effect on a political party when its politicians reveal aspects of their private lives on social media. The present study addresses this question. Through the lens of selfpresentation theory, we are the first to test the effect of a balanced presentation strategy on Twitter (i.e., tweets that involve both professional and private aspects of their lives) as opposed to a strictly professional one. A longitudinal design was adopted with 265 Twitter users as participants. The results showed that a balanced strategy increased both interest in the politician's party and intention to vote for that party, irrespective of a user's political interest, social media usage intensity, or age, or the gender of either the user or the communicating politician. Furthermore, liking the tweets emerged as a crucial mediator. This study contributes valuable knowledge on self-presentation strategies of politicians specifically, and more broadly regarding selfpresentation in the face of context collapse. However we call for future research to validate our experimental findings in a real-life setting. Implications are provided for political parties and others.

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Purpose This paper aims to assess the impact of perceived effort related to packaging on overall product evaluations. Perceived effort, defined as the consumer’s perceptions of how much manufacturer effort that lies behind an offer, is assumed to contribute to evaluations by signaling unobservable characteristics of an offer. Design/methodology/approach Three between-subjects experiments were conducted with soft drink bottles, which were subject to variation in perceived effort. Findings The results show that perceived effort was positively associated with overall evaluations. The results also show that the impact of perceived effort was mediated by product quality perceptions, which indicates that effort signals quality. Originality/value Perceived effort has to date not been examined in the packaging literature. The present findings thus imply that models of packaging characteristics and their impact on consumers would benefit from including the effort aspect.

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