2021
DOI: 10.51359/2526-7884.2021.251206
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Impact of Personal Values on Political Consumption: The moderating role of interpersonal influence in social media

Abstract: This study aims to analyze the moderating effect of interpersonal influence in social media on the relationship between personal values and political consumption. Through a survey of 206 respondents, the results of linear regression analysis showed that the values of self-transcendence and openness to change are positively related to political consumption, whereas self-promotion has a negative relation. The results also showed that interpersonal influence in social media has a critical moderating effect since … Show more

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