IDEAS home Printed from https://ideas.repec.org/a/sae/sagope/v14y2024i2p21582440241262647.html
   My bibliography  Save this article

Exploring Political Expression Among Indonesian Youth on YouTube: An Investigation of Social Identity and Source Credibility

Author

Listed:
  • Anter Venus
  • Drina Intyaswati
  • Fitria Ayuningtyas

Abstract

The high consumption rate of YouTube media compared to other social media platforms is a notable feature of contemporary media usage. This is particularly significant in Indonesia, where the current situation demands increased political involvement, particularly among young people. Given the polarization among citizens, political expression through social media has emerged as an effective means of sharing opinions and views. YouTube, with its vast user base and accessibility, has become a prominent platform for such expression. Therefore, this study aims to evaluate the role of social identity, personal identity, source credibility, and word of mouth in political expression. Social Identity and Source Credibility Theories are integrated to form a study model. A sample of 435 YouTube users residing in Jakarta was obtained by distributing questionnaires through social media using the survey method. Furthermore, the Structural Equation Model (SEM) analysis showed that each social identity, personal identity, source credibility, and word of mouth directly affects political expression. The negative relationship between social identity and political expression, as well as source credibility with political expression, requires further study involving motivational and attitudinal variables.

Suggested Citation

  • Anter Venus & Drina Intyaswati & Fitria Ayuningtyas, 2024. "Exploring Political Expression Among Indonesian Youth on YouTube: An Investigation of Social Identity and Source Credibility," SAGE Open, , vol. 14(2), pages 21582440241, June.
    • Handle: RePEc:sae:sagope:v:14:y:2024:i:2:p:21582440241262647
    DOI: 10.1177/21582440241262647
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/21582440241262647
    Download Restriction: no
    File URL: https://libkey.io/10.1177/21582440241262647?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Drina Intyaswati & Eni Maryani & Dadang Sugiana & Anter Venus, 2021. "Social Media as an Information Source of Political Learning in Online Education," SAGE Open, , vol. 11(2), pages 21582440211, June.
    2. Chen, Yubo & Fay, Scott & Wang, Qi, 2011. "The Role of Marketing in Social Media: How Online Consumer Reviews Evolve," Journal of Interactive Marketing, Elsevier, vol. 25(2), pages 85-94.
    3. Sarah Shugars & Nicholas Beauchamp, 2019. "Why Keep Arguing? Predicting Engagement in Political Conversations Online," SAGE Open, , vol. 9(1), pages 21582440198, March.
    4. Ozturk, Resul & Coban, Suzan, 2019. "Political Marketing, Word of Mouth Communication and Voter Behaviours Interaction," Business and Economics Research Journal, Uludag University, Faculty of Economics and Administrative Sciences, vol. 10(1), pages 245-258, January.
    5. Chiahui Yen, 2016. "How to unite the power of the masses? Exploring collective stickiness intention in social network sites from the perspective of knowledge sharing," Behaviour and Information Technology, Taylor & Francis Journals, vol. 35(2), pages 118-133, February.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Dong-Hong Zhu & Ya-Ping Chang, 2013. "Negative Publicity Effect of the Business Founder’s Unethical Behavior on Corporate Image: Evidence from China," Journal of Business Ethics, Springer, vol. 117(1), pages 111-121, September.
    2. Rydén, Pernille & Ringberg, Torsten & Wilke, Ricky, 2015. "How Managers' Shared Mental Models of Business–Customer Interactions Create Different Sensemaking of Social Media," Journal of Interactive Marketing, Elsevier, vol. 31(C), pages 1-16.
    3. Manuel Rodríguez-Díaz & Rosa Rodríguez-Díaz & Tomás F. Espino-Rodríguez, 2018. "Analysis of the Online Reputation Based on Customer Ratings of Lodgings in Tourism Destinations," Administrative Sciences, MDPI, vol. 8(3), pages 1-18, September.
    4. Sindy Liu & Patsy Perry & Gregory Gadzinski, 2019. "The implications of digital marketing on WeChat for luxury fashion brands in China," Journal of Brand Management, Palgrave Macmillan, vol. 26(4), pages 395-409, July.
    5. Tajvidi, Mina & Richard, Marie-Odile & Wang, YiChuan & Hajli, Nick, 2020. "Brand co-creation through social commerce information sharing: The role of social media," Journal of Business Research, Elsevier, vol. 121(C), pages 476-486.
    6. Ruixin Ding & Bowei Chen & James M. Wilson & Zhi Yan & Yufei Huang, 2023. "SRNI-CAR: A comprehensive dataset for analyzing the Chinese automotive market," Papers 2401.05395, arXiv.org.
    7. Hu, Miao & Chen, Jie & Chen, Qimei & He, Wei, 2020. "It pays off to be authentic: An examination of direct versus indirect brand mentions on social media," Journal of Business Research, Elsevier, vol. 117(C), pages 19-28.
    8. Becky R. Ford & Cynthia Stohl, 2019. "Does CSR Matter? A longitudinal analysis of product reviews for CSR-associated brands," Journal of Brand Management, Palgrave Macmillan, vol. 26(1), pages 60-70, January.
    9. Elena Casprini & Alberto Di Minin, 2015. "How are companies facing the social media (r)evolution?," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2015(2), pages 67-86.
    10. Sanz-Blas, Silvia & Buzova, Daniela & Pérez-Ruiz, Pilar, 2021. "Building relational worth in an online social community through virtual structural embeddedness and relational embeddedness," Technological Forecasting and Social Change, Elsevier, vol. 162(C).
    11. Raluca-Giorgiana (Popa) Chivu & Ionut-Claudiu Popa & Bianca Cristiana Voicu, 2022. "Analysis of the Trust Offered to Companies Based on the Number of Followers on Instagram," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 521-527, September.
    12. Ku, Hsuan-Hsuan & Shang, Rong-An & Fu, Yi-Fan, 2021. "Social learning effects of complaint handling on social media: Self-construal as a moderator," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    13. Lian Tang & Siti Zobidah Omar & Jusang Bolong & Julia Wirza Mohd Zawawi, 2021. "Social Media Use Among Young People in China: A Systematic Literature Review," SAGE Open, , vol. 11(2), pages 21582440211, May.
    14. Michael Christofi & Huda Khan & Lea Iaia, 2024. "Responsible innovation in Asia: A systematic review and an agenda for future research," Asia Pacific Journal of Management, Springer, vol. 41(3), pages 1085-1127, September.
    15. Muhammad Naeem & Wilson Ozuem, 2021. "Understanding the social consumer fashion brand engagement journey: insights about reputed fashion brands," Journal of Brand Management, Palgrave Macmillan, vol. 28(5), pages 510-525, September.
    16. Floyd, Kristopher & Freling, Ryan & Alhoqail, Saad & Cho, Hyun Young & Freling, Traci, 2014. "How Online Product Reviews Affect Retail Sales: A Meta-analysis," Journal of Retailing, Elsevier, vol. 90(2), pages 217-232.
    17. Ziqiong Zhang & Zili Zhang & Rob Law, 2014. "Relative importance and combined effects of attributes on customer satisfaction," The Service Industries Journal, Taylor & Francis Journals, vol. 34(6), pages 550-566, April.
    18. Manuel Rodríguez-Díaz & Rosa Rodríguez-Díaz & Ana Cristina Rodríguez-Voltes & Crina Isabel Rodríguez-Voltes, 2018. "Analysing the Relationship between Price and Online Reputation by Lodging Category," Sustainability, MDPI, vol. 10(12), pages 1-16, November.
    19. Zhang, Xubing & Jiang, Bo, 2014. "Increasing Price Transparency: Implications of Consumer Price Posting for Consumers' Haggling Behavior and a Seller's Pricing Strategies," Journal of Interactive Marketing, Elsevier, vol. 28(1), pages 68-85.
    20. Cui Zhao & Xiaojun Wang & Yongbo Xiao & Jie Sheng, 2022. "Effects of online reviews and competition on quality and pricing strategies," Production and Operations Management, Production and Operations Management Society, vol. 31(10), pages 3840-3858, October.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:sagope:v:14:y:2024:i:2:p:21582440241262647. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.