Homero Gil de Zúñiga

Political Endorsements by TikTok Influencers: Parasocial Interaction, Identification, and Support for Political Candidates

This study examines political persuasion on TikTok by testing how influencers’ direct address and media source labels shape audience responses to a political endorsement video. Using a preregistered 2 × 2 online survey experiment with 486 U.S. adults, we found that participants e...