What drives interaction in political actors’ Facebook posts? Profile and content predictors of user engagement and political actors’ reactions

Abstract

Based on a quantitative content analysis of political actors' Facebook posts (N = 1915), this study investigates profile-level and post-level drivers of user engagement (comments, likes, and shares) by employing a multilevel approach. For the first time in extant research, we also examine the factors that drive political actors to react to user comments. Findings indicate that the number of followers, the use of an official fan profile, and party vote share were negatively related to political actors' reactions to user comments. Furthermore, party profiles were least successful in stimulating user engagement. On the post level, we found that reasoning, post length, and references to competitive political actors have the potential to increase different types of user engagement. Negative, but not positive tonality increased user engagement and positive emotional expressions had a stronger effect on user engagement than negative emotions. Furthermore, humorous posts were more likely to be commented, liked, or shared, while mobilization cues had predominantly negative effects on user engagement.

Does Campaigning on Social Media Make a Difference? Evidence From Candidate Use of Twitter During the 2015 and 2017 U.K. Elections

“…When there is some kind of interactivity and engagement, it typically takes place with other politicians, especially members of the same party (see Livne et al 2011). However, the finding is not necessarily consistent for all parties: Heiss et al (2018) have argued that politicians from smaller parties were more likely to directly interact with and respond to users. This seems important because the potential influence of the direct mobilisation mechanism as described above might depend at least partly on the extent to which politicians are actually seen as responsive to individual voters, and indeed literature on the subject has suggested that using a more interactive style offers a 'vote dividend' (Koc-Michalska, Lilleker & Smith, 2016).…”

“…is a reply to another user or makes some kind of attempt to engage in a discourse). Empirical research has consistently critiqued politicians for engaging with Twitter in a more broadcast style, and make less use of its interactive features (see Jungherr, 2017, p. 76;Ross & Bürger, 2014), with larger political forces apparently even less likely to interact (Heiss, Schmuck & Matthes, 2018), thus missing out on the potential of the platform. 'Populist' parties are also, apparently, less likely to engage in interaction (Jacobs & Spierings, 2018).…”

What’s in a post? How sentiment and issue salience affect users’ emotional reactions on Facebook

“…Social network sites (SNS) have become an important source for political information as well as political participation (Heiss, Schmuck, & Matthes, 2019). Anytime and anywhere, Facebook users can express their opinions, join discussions, or simply show their support for specific political parties, politicians, and their ideas and make that support visible to their family, friends, and acquaintances.…”

How Do Women Politicians Display Their Online Faith in Social Media? Case study: The Mayor of Bucharest, Gabriela Firea

“…In social media, politicians need to be more accountable in their actions because citizens using new media have the opportunity to comment and question their doings. Responsibility in online reciprocity with citizens is of great importance as the degree and importance of interaction increases if the political leader answers users (Heiss, Schmuck, & Matthes, 2018).…”