Kruikemeier, Sanne; van Noort, Guda; Vliegenthart, Rens; … - In: Online Information Review 40 (2016) 5, pp. 673-694
interactive communication leads to a stronger sense of social presence and source expertise, which positively affect involvement … expertise. Interestingly, privatized communication positively affects involvement via social presence, but negatively via source …. The effects of personal campaigning differ. Individualized communication positively affects involvement via source …