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Navigating by the Stars: The Cueing Effects of Celebrity Political Endorsements on Twitter

Marshall, Christopher Allen
http://rave.ohiolink.edu/etdc/view?acc_num=osu1339684523

Abstract Details

2012, Master of Arts, Ohio State University, Communication.
This study investigates the power of celebrity political endorsements on Twitter to influence perceived issue importance among viewers. Manipulated Twitter feeds were shown to a sample of 254 undergraduate students. Participants were divided into four groups: strong celebrity cues, weak celebrity cues, news personalities, and a control group. The experimental groups saw Twitter feeds in which some of the celebrities’ tweets were replaced by retweeted messages about the importance of education, while the control group saw only actual, non-political tweets from the chosen celebrities. The cueing effect from seeing celebrity tweets about education resulted in participants from experimental groups rating education more highly in the post-test than individuals from the control group. Additionally, some celebrity source characteristics were found to be significant predictors of perceived issue importance, including perceived expertise for weak celebrity cues and the perceived amount of thought put into political beliefs and statements for news personalities.
Ray Pingree, PhD (Advisor)
Michael McCluskey, PhD (Committee Member)
49 p.
Communication
agenda setting; cueing; celebrity endorsement; Twitter; social media; source characteristics

Recommended Citations

Citations

  • Marshall, C. A. (2012). Navigating by the Stars: The Cueing Effects of Celebrity Political Endorsements on Twitter [Master's thesis, Ohio State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=osu1339684523

    APA Style (7th edition)

  • Marshall, Christopher. Navigating by the Stars: The Cueing Effects of Celebrity Political Endorsements on Twitter. 2012. Ohio State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=osu1339684523.

    MLA Style (8th edition)

  • Marshall, Christopher. "Navigating by the Stars: The Cueing Effects of Celebrity Political Endorsements on Twitter." Master's thesis, Ohio State University, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=osu1339684523

    Chicago Manual of Style (17th edition)

osu1339684523
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© 2012, all rights reserved.
This open access ETD is published by The Ohio State University and OhioLINK.