On or off topic? Understanding the effects of issue-related political targeted ads

IF 4.2 1区文学 Q1 COMMUNICATION

Information Communication & Society Pub Date : 2023-10-12 DOI:10.1080/1369118x.2023.2265978

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

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引用次数: 0

Abstract

Whilst data-driven strategies are allegedly prevalent in political campaigns, evidence regarding their actual effectiveness is scarce. This study investigates, from an individual perspective, the effect of issue congruency in political ads on immediate responses and voting behaviors. To reach our goal, we combined different types of data collection: mobile experience sampling method (mESM), panel survey, and content analysis. The combined approach allowed us to effectively study targeted ads within the cross-device and cross-platform environment. The results showed that voters perceive online political ads that are about a topic that they care about as more interesting, informative, and persuasive regardless of their partisanship. This positive ad perception subsequently leads to a higher probability of voting for the promoted party in the ad. We also found that an ad discussing a topic in line with the receiver’s concerns positively affects the evaluation of the promoted party in the ad only when the party is already favored by the voter. Taken together, this study provides insights into the conditional effectiveness of data-driven strategies in political campaigns.

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开题还是跑题?了解与议题相关的政治目标广告的效果

虽然数据驱动策略据称在政治竞选中很普遍，但有关其实际有效性的证据很少。本研究从个体角度探讨政治广告议题一致性对即时反应和投票行为的影响。为了达到我们的目标，我们结合了不同类型的数据收集:移动体验抽样方法(mESM)、面板调查和内容分析。这种组合方法使我们能够在跨设备和跨平台环境中有效地研究目标广告。结果显示，选民认为与他们关心的话题有关的在线政治广告更有趣、信息更丰富、更有说服力，而不考虑他们的党派立场。这种积极的广告感知随后会导致更高的可能性投票给广告中所宣传的政党。我们还发现，只有在选民已经支持的情况下，广告中讨论的话题与受众关注的话题一致，才会对广告中宣传的政党产生积极的影响。综上所述，这项研究为数据驱动策略在政治竞选中的条件有效性提供了见解。

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

Information Communication & Society Multiple-

CiteScore

10.20

自引率

4.80%

发文量

110

期刊介绍： Drawing together the most current work upon the social, economic, and cultural impact of the emerging properties of the new information and communications technologies, this journal positions itself at the centre of contemporary debates about the information age. Information, Communication & Society (iCS) transcends cultural and geographical boundaries as it explores a diverse range of issues relating to the development and application of information and communications technologies (ICTs), asking such questions as: -What are the new and evolving forms of social software? What direction will these forms take? -ICTs facilitating globalization and how might this affect conceptions of local identity, ethnic differences, and regional sub-cultures? -Are ICTs leading to an age of electronic surveillance and social control? What are the implications for policing criminal activity, citizen privacy and public expression? -How are ICTs affecting daily life and social structures such as the family, work and organization, commerce and business, education, health care, and leisure activities? -To what extent do the virtual worlds constructed using ICTs impact on the construction of objects, spaces, and entities in the material world? iCS analyses such questions from a global, interdisciplinary perspective in contributions of the very highest quality from scholars and practitioners in the social sciences, gender and cultural studies, communication and media studies, as well as in the information and computer sciences.