Political homophily on social network sites and users’ poll skepticism

Young Min Baek, Irkwon Jeong, June Woong Rhee

Research output: Contribution to journalArticlepeer-review

3 Citations (Scopus)


Although many studies have investigated citizens' attitudes toward polls and the political consequences, there have been no studies examining the effects of social network site (SNS) users' opinion environments on their poll skepticism. Based on prior studies on poll skepticism, we examine the relationship between perceived SNS opinion environments, poll skepticism, perceived concerns over the negative influence of the polls, and voting intention in an upcoming election. Using the survey data of the 2012 South Korean General Election, this study found that if the published polls are against respondents' political position, their homophilous SNS opinion environments promote poll skepticism, and augmented poll skepticism leads to concerns over the negative influence of the polls on other voters, which in turn increases voting intention.

Original languageEnglish
Pages (from-to)271-287
Number of pages17
JournalAsian Journal of Communication
Issue number3
Publication statusPublished - 2015 May 4

Bibliographical note

Publisher Copyright:
© 2014 AMIC/SCI-NTU.

All Science Journal Classification (ASJC) codes

  • Education
  • Communication


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