I like them, but won't 'like' them

摘要: Unlike traditional media, our interactions with political parties via social media are generally public, subject to scrutiny by others and, consequently, a self-presentation concern. This paper contributes theory on impression management within network sites (SNSs) providing an understanding of the effect visible affiliation page 'Liking' behavior in context parties; specifically, possible association anxiety and use protective management. We predict that while users may be motivated 'Like' party, some feel socially anxious about impressions their friends derive from this action, so ultimately choose refrain party. Furthermore, we propose new function 'Secret Likes' (i.e. 'Likes' cannot see) as means increase gateway interactions. A survey eligible voters (nź=ź225) was conducted month prior 2015 UK general election, examining associated Facebook pages two largest parties. Results support conspicuous indeed hinders intention is anxiety. were found successful method In addition theoretical contribution, implications for party communications site designers considered. Examines self-presentational concern Facebook.Intention lower if it perceived create negative impressions.Social important determinant 'Like'.People show higher when secret vs. others.