Which Message Frames and Forms Best Promote Political Campaigns via Social Media?

With the increasing popularity and convenience of social media platforms, increasing numbers of politicians are bypassing traditional news gatekeepers and interacting directly with the public through social media posts, with the flexibility to select and package their messages via a strategy frame or an policy frame [Consider defining these terms on their first usage.]. Previous studies examining how differences between social media posts affect users’ responses have focused on either the content (e.g., Brewer et al. 2016; Fernandes et al. 2010; Lee and Shin 2012) or the form (Ksiazek et al. 2016; Ross et al. 2015) of such posts. Few have simultaneously examined the effects of the content and form of posts on the responses of social media users.