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

Mei Fung Meily Cheung*, Wai Han Lo, Benson Shu Yan Lam

*Corresponding author for this work

Research output: Chapter in book/report/conference proceedingChapterpeer-review


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.
Original languageEnglish
Title of host publicationAdvances in Advertising Research
Subtitle of host publicationDesigning and Communicating Experience
EditorsMartin K.J Waiguny, Sara Rosengren
Number of pages15
ISBN (Electronic)9783658322014
ISBN (Print)9783658322038, 9783658322007
Publication statusPublished - 2 Sept 2021

Publication series

Name European Advertising Academy
ISSN (Print)2626-0328
ISSN (Electronic)2626-0336


Dive into the research topics of 'Which Message Frames and Forms Best Promote Political Campaigns via Social Media?'. Together they form a unique fingerprint.

Cite this