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.
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.
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