Basking in Reflected Glory (BIRG) phenomenon have been found in many sport studies that when one’s favored team win the game, people tend to wear the team’s jersey the day after so that they are able to associate themselves psychologically with the winning team, then their own reputation can be bolstered (Cialdini, Borden, Thorne, Walker, Freeman & Sloan,1976). Conversely, if one’s favored team lose, CORF (Cutting Off Reflected Failure) phenomenon might occur—people reject to have any connection with the defeated team (Snyder, Lassegard, & Ford, 1986). This study applied the BIRG and CORF concepts in the field of political area, tried to explore when one’s favored candi-date win or lose the 2022 Taipei Mayor Election, whether the BIRG or CORF phenomenon will oc-cur or not. The concepts of BIRG and CORF were examined by when voters see their favored candidate who win or lose the election is mentioned on the Internet, will they press Like, Share and comment to show their support for him or her? In addition, since many studies have proved that people’s willing-ness to speak in public is definitely influenced by the spiral of silence process (e.g., Lin & Salwen, 1997), thus while BIRG and CORF concepts were examined, the effect of spiral of silence was also inspected. The other control variables included political involvement, media use, interpersonal com-munication and self-esteem. Internet surveys were utilized in this study. InsightXplorer Survey was commissioned to conduct the surveys. About 600 samples were randomly collected from InsightX-plorer Survey’s Online Panel database which is the largest panel in Taiwan. While some scholars stud-ied if sport fans experience BIRG after the game (e.g., End, Dietz-Uhler, Harrick, & Jacquemotte, 2001), other studies examined BIRG and CORF processes before and after elections. (e.g., Wann, Hamlet, Wilson, and Hodges, 1995). Accordingly, we decided to conduct a panel study. Thus, not only can we see if the winner supporters/loser supporters experience the BIRG/CORF after the elec-tion, but we can also figure out whether the willingness of the winner supporters/loser supporters to press Like, Share and comment after the election is significantly higher/lower than that before the election. The results revealed that male, higher self-esteem, higher political involvement, more news-paper reading and interpersonal communication people were more likely to comment on Internet to praise their favored candidate after the election, in other words, to experience BIRG. People with higher self-esteem, political involvement and more Internet using tended to have higher willingness to press Like to show their support for their favored candidates. And the fear of being isolated did in-fluence the dependent variable—the more people were afraid of being isolated, the less willingness they have shown to press Like, Share and comment. Nevertheless, the influence of spiral of silence did not significantly interfere the BIRG and CORF phenomenon. After controlling the effect of spi-ral of silence, individuals who voted for the winner tended to press Like and comment to praise their favored candidates, and people who voted for the loser were less likely to have the same behavior. In addition, the results of comparing people’s willingness to press Like, Share and comment before and after election showed that voters who voted for the defeated candidates were significantly less will-ing to click “Like” after the election than before.

Keywords：Basking in Reflected Glory (BIRG), Cutting Off Reflected Failure (CORF), Spiral of Silence, Social media, Panel study