Candidate Evaluations and Social Media Following during the 2020 Presidential Campaign

IF 1.9 Q2 POLITICAL SCIENCE

Journal of Political Marketing Pub Date : 2022-07-26 DOI:10.1080/15377857.2022.2099585

K. Kenski, Dam Hee Kim, S. M. Jones-Jang

{"title":"Candidate Evaluations and Social Media Following during the 2020 Presidential Campaign","authors":"K. Kenski, Dam Hee Kim, S. M. Jones-Jang","doi":"10.1080/15377857.2022.2099585","DOIUrl":null,"url":null,"abstract":"ABSTRACT This study investigates the relationship between presidential candidate evaluations and following the candidates on five social media (SM) platforms: Facebook, Twitter, Instagram, Snapchat, and YouTube. Analyses of national survey data collected during the 2020 presidential campaign (N = 2,120) suggest that following a candidate on SM is positively associated with feelings toward that candidate, even after gender, age, race, education, party identification, and online news media use have been taken into consideration. Specifically, individuals who followed Trump on Facebook, Twitter, and/or YouTube supported him more than did those who did not follow him. Following Biden on Facebook, Twitter, Instagram, and/or Snapchat was positively associated with his feeling thermometer ratings after demographic variables, party identification, and online news media use were controlled. Moreover, we show that these positive relationships were more pronounced among those who did not identify with one of the major political parties. Following a candidate, however, was not necessarily associated with decreased support for the opposing candidate. Overall, our results highlight the importance of politicians’ use of social media during campaigns and suggest that following candidates on different SM platforms has unique relationships with candidate evaluations.","PeriodicalId":46259,"journal":{"name":"Journal of Political Marketing","volume":"21 1","pages":"272 - 283"},"PeriodicalIF":1.9000,"publicationDate":"2022-07-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Political Marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/15377857.2022.2099585","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"POLITICAL SCIENCE","Score":null,"Total":0}

引用次数: 0

Abstract

ABSTRACT This study investigates the relationship between presidential candidate evaluations and following the candidates on five social media (SM) platforms: Facebook, Twitter, Instagram, Snapchat, and YouTube. Analyses of national survey data collected during the 2020 presidential campaign (N = 2,120) suggest that following a candidate on SM is positively associated with feelings toward that candidate, even after gender, age, race, education, party identification, and online news media use have been taken into consideration. Specifically, individuals who followed Trump on Facebook, Twitter, and/or YouTube supported him more than did those who did not follow him. Following Biden on Facebook, Twitter, Instagram, and/or Snapchat was positively associated with his feeling thermometer ratings after demographic variables, party identification, and online news media use were controlled. Moreover, we show that these positive relationships were more pronounced among those who did not identify with one of the major political parties. Following a candidate, however, was not necessarily associated with decreased support for the opposing candidate. Overall, our results highlight the importance of politicians’ use of social media during campaigns and suggest that following candidates on different SM platforms has unique relationships with candidate evaluations.

查看原文本刊更多论文

2020年总统竞选期间的候选人评价和社交媒体关注

摘要本研究调查了总统候选人评价与在五个社交媒体平台上关注候选人之间的关系：Facebook、Twitter、Instagram、Snapchat和YouTube。2020年总统竞选期间收集的全国调查数据分析（N = 2120）表明，即使在考虑了性别、年龄、种族、教育、政党认同和在线新闻媒体使用之后，在SM上关注候选人也与对该候选人的感情呈正相关。具体而言，在脸书、推特和/或YouTube上关注特朗普的人比不关注他的人更支持他。在人口统计变量、政党身份和在线新闻媒体使用得到控制后，拜登在脸书、推特、Instagram和/或Snapchat上的关注与他的体温计评分呈正相关。此外，我们发现，这些积极的关系在那些不认同主要政党之一的人中更为明显。然而，追随候选人并不一定与对对方候选人的支持率下降有关。总的来说，我们的研究结果强调了政治家在竞选期间使用社交媒体的重要性，并表明在不同的SM平台上关注候选人与候选人评价有着独特的关系。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Journal of Political Marketing POLITICAL SCIENCE-

CiteScore

4.10

自引率

8.30%

发文量

期刊介绍： The Journal of Political Marketing aims to be the leading scholarly journal examining the latest developments in the application of marketing methods to politics. As the political world becomes more complex and interwoven, it is imperative for all interested parties to stay abreast of “cutting edge” tools that are used in unique and different ways in countries around the world. The journal goes beyond the application of advertising to politics to study various strategic marketing tools such as: Voter segmentation Candidate positioning Use of multivariate statistical modeling to better understand the thinking and choices made by voters.