Abstract:
Purpose – This study aims to examine the relationship of information quality of social media, social media
reputation, social media political marketing activities, trust and political involvement of millennials.
Methodology – The empirical analysis was conducted using a sample of 309 millennials. This study used
online survey for the data collection. After passing reliability and validity tests, the data were analyzed with
partial least squares structural equation modeling.
Findings – The results show that information quality of social media has positive and significant direct
influence on reputation and trust. Information quality of social media also has a significant indirect influence
on trust through social media reputation. However, there is no significant relationship between information quality and political involvement. Social media political marketing activities also have a direct and indirect
significant effect on political involvement through trust. Finally, trust also has a positive and significant
impact on political involvement.
Practical implications – This research may contribute to the political marketing experts and politicians
in increasing the quality and credibility of advertisements on social media, which will affect trust and political
involvement of millennial generation. Moreover, politicians and political marketing experts who have an
online-based community should optimize their marketing activities in social media to encourage positive
behavior and trust from socialmedia users.
Value – This study has shown a more comprehensive model of the relationship between information quality
of social media and political involvement. This study also reveals the significant indirect effect of the trust on
the relationship between information quality on social media, social media political marketing activities and
political involvement.
