Do Online Ads Sway Voters? Understanding the Persuasiveness of Online Political Ads

IF 4.6 1区社会学 Q1 COMMUNICATION

Political Communication Pub Date : 2023-11-10 DOI:10.1080/10584609.2023.2276104

Xiaotong Chu, Rens Vliegenthart, Lukas Otto, Sophie Lecheler, Claes de Vreese, Sanne Kruikemeier

引用次数: 0

Abstract

This study investigates the effect of online political ads on party preference, and whether this effect is more pronounced for newer political parties and voters who are less politically knowledgeable and literate regarding online privacy. A mixed-method approach, combining Facebook browser tracking data and a four-wave panel survey, was adopted during the 2021 Dutch General Election campaign. The results showed that the number of political ads received from a specific party has a positive effect on both the propensity and choice to vote for that party. In addition, people with less political knowledge and online privacy literacy are more likely to be persuaded by online political ads. However, at the party level, there is no evidence indicating that the effect of political ads on party preference is stronger for new parties than for established parties. Overall, this study shows that voters can be persuaded via the frequency of exposure to online political ads, but the extent to which they are affected can vary.

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在线广告会影响选民吗?理解网络政治广告的说服力

这项研究调查了网络政治广告对政党偏好的影响，以及这种影响是否对新政党和对网络隐私缺乏政治知识和文化的选民更为明显。在2021年荷兰大选期间，采用了一种混合方法，将Facebook浏览器跟踪数据和四波面板调查相结合。结果表明，从特定政党收到的政治广告数量对投票给该政党的倾向和选择都有积极影响。此外，政治知识和网络隐私素养较低的人更容易被网络政治广告说服。然而，在政党层面，没有证据表明政治广告对政党偏好的影响对新政党的影响比对老牌政党的影响更强。总的来说，这项研究表明，选民可以通过接触在线政治广告的频率来说服选民，但他们受到影响的程度可能会有所不同。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Political Communication Multiple-

CiteScore

13.90

自引率

2.70%

发文量

期刊介绍： Political Communication is a quarterly international journal showcasing state-of-the-art, theory-driven empirical research at the nexus of politics and communication. Its broad scope addresses swiftly evolving dynamics and urgent policy considerations globally. The journal embraces diverse research methodologies and analytical perspectives aimed at advancing comprehension of political communication practices, processes, content, effects, and policy implications. Regular symposium issues delve deeply into key thematic areas.