THE EFFECT OF POLITICAL INFLUENCER ON ONLINE POLITICAL PARTICIPATION IN TWITTER/X

Abstract

Twitter/X serves as a platform for communication and connection, which allows for non-reciprocal relationships. It provides opportunities for individuals to contribute and disseminate information. It provokes the emergence of political influencer as an authentic digital opinion leader. Their involvement in political issues stimulates young people’s interest in published content. However, research on how political influencer affects online political participation remain limited. To address this, a survey was conducted among followers of political influencer (N=344) to investigate their impact on online political participation. Source credibility theory was used to explain how political influencer affects followers’ political behavior. The finding suggests that political influencer positively affects online political participation. This is explained by the role of political influencer as a source of political information that adapt to the needs of their followers. Overall, the results of this research provide theoretical implications in the form of an understanding of political influencers from middle class countries.