過去的研究證實了社群媒體可以有效地吸引選民，在許多方面，社群媒體成為了競選活動的一部分，這也意味著政治領袖必須更加謹慎的使用社群媒體，以傳播大量的資訊、吸引更多的關注、甚至是影響淺在支持者的認知及情緒等。本研究開發了一個框架，以了解政治領袖在社群媒體中的行為如何影響個人的認知和情感參與，進而影響投票意願。本研究透過對印度尼西亞的558名受訪者的調查數據，我們發現當選民正在尋找更多有關政治領袖的相關資訊時，政治領袖在社群媒體上的表達、對話、動員、混淆以及名人化等行為會影響選民的認知吸收和情緒喚醒，其中，意見尋求與社會互動為中介變數。研究結果顯示，意見尋求和社會互動可以提高投票意願。意見尋求提高了對話、動員、混淆與名人化對認知吸收的影響。另一方面，意見尋求並沒有影響傳達、對話與動員對於選民情緒喚起之間的關係。而社會互動則提高了認知吸收對投票意願的影響，但對於情緒喚醒與投票意願之間的關係並無顯著影響。

The role of social media has been proven effective to get more voters. In many aspects, social media can expand the strategy of election campaigning. It means political leaders have to provide proper behavior on social media to spread a massive message, gather more attention, and awareness, and influence their potential voters cognitively and emotionally. This study developed a framework to understand how political leaders’ behavior in social media affects individuals’ cognitive and emotional engagement and ends by intention to vote. With survey data from 558 respondents in Indonesia, we found that political leaders’ behavior on social media, consisting of expression, dialogue, mobilization, obfuscation, and celebritization, affected voters’ cognitive absorption and emotional arousal during they seek more information related to political leaders. Opinion seeking and parasocial interaction are investigated as a moderator. Our results show that the higher cognitive absorption and emotional arousal affected a higher intention to vote. Opinion seeking improves the degree of the relationship between dialogue, mobilization, obfuscation, and celebritization to cognitive absorption. On the other hand, Opinion seeking has not moderated the relationship between conveyance, dialogue, and mobilization to voters’ emotional arousal. Parasocial interaction improved the degree of the relationship between cognitive absorption and the intention to vote but not significantly improved the relationship between emotional arousal and the intention to vote

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