Are some people less influenced by others' opinions? The role of internal political self-efficacy and need for cognition in impression formation on social networking sites.

While social information processing theory (SIP) asserts that Internet users form impressions of others by using available cues in the web environment, questions remain regarding individual differences in dependence on such cues. Focusing on others' opinion cues, this study investigates the role of internal political self-efficacy (IPSE) and need for cognition (NFC) as potential moderators of the cue effect. Participants (N=251) were randomly exposed to a fictitious political candidate's Facebook profile displaying either positive or negative comments and then asked to rate perceived trustworthiness and expertise of the candidate. The results indicated that although others' opinions were powerful cues, their influence was moderated by IPSE; individuals with higher IPSE were less influenced by others' opinions. The two-way interaction was significantly moderated by NFC such that those with low IPSE and low NFC were most susceptible to others' influences, thereby indicating a significant three-way interaction among IPSE, NFC, and others' opinion cues.