Facebook affordances and citizen engagement during elections: European political parties and their benefit from online strategies?
Authors: Koc-Michalska, K., Lilleker, D.G., Michalski, T., Gibson, R. and Zajac, J.M.
Journal: Journal of Information Technology and Politics
Volume: 18
Issue: 2
Pages: 180-193
eISSN: 1933-169X
ISSN: 1933-1681
DOI: 10.1080/19331681.2020.1837707
Abstract:This paper examines how Facebook is used by political parties during elections to extend or accelerate their reach within the electorate and how successful these efforts are. Specifically, we compare the content and style of parties’ Facebook posts during the 2014 European parliament elections, and how this affects followers’ responses in terms of liking, sharing and commenting on the posts. Our findings reveal while that the timing and visual content of posts are important in increasing voters’ attention, interactivity matters most. Responsive party posts on Facebooks are significantly more likely to be shared, liked, and commented on by users. Given that follower reactions, particularly sharing, helps to increase the visibility of party communication through indirect or two-step flow communication (online and offline), these findings are important in advancing our understanding of how and why social media campaigns are able to influence voters and thus affect election outcomes. For parties themselves the results provide some useful insights into what makes for an ‘effective’ Facebook campaign in terms of how they can accelerate the reach of their communication.
https://eprints.bournemouth.ac.uk/34730/
Source: Scopus
Facebook affordances and citizen engagement during elections: European political parties and their benefit from online strategies?
Authors: Koc-Michalska, K., Lilleker, D.G., Michalski, T., Gibson, R. and Zajac, J.M.
Journal: JOURNAL OF INFORMATION TECHNOLOGY & POLITICS
Volume: 18
Issue: 2
Pages: 180-193
eISSN: 1933-169X
ISSN: 1933-1681
DOI: 10.1080/19331681.2020.1837707
https://eprints.bournemouth.ac.uk/34730/
Source: Web of Science (Lite)
Facebook affordances and citizen engagement during elections: European political parties and their benefit from online strategies?
Authors: Koc-Michalska, K., Lilleker, D., Michalski, T., Gibson, R. and Zajac, J.
Journal: Journal of Information Technology and Politics
Publisher: Haworth Press Inc.
ISSN: 1542-4049
Abstract:This paper examines how Facebook is used by political parties during elections to extend or accelerate their reach within the electorate and how successful these efforts are. Specifically, we compare the content and style of parties’ Facebook posts during the 2014 European parliament elections, and how this affects followers’ responses in terms of liking, sharing and commenting on the posts. Our findings reveal while that the timing and visual content of posts are important in increasing voters’ attention, interactivity matters most. Responsive party posts on Facebooks are significantly more likely to be shared, liked, and commented on by users. Given that follower reactions, particularly sharing, helps to increase the visibility of party communication through indirect or two-step flow communication (online and offline), these findings are important in advancing our understanding of how and why social media campaigns are able to influence voters and thus affect election outcomes. For parties themselves the results provide some useful insights into what makes for an ‘effective’ Facebook campaign in terms of how they can accelerate the reach of their communication.
https://eprints.bournemouth.ac.uk/34730/
Source: Manual
Facebook affordances and citizen engagement during elections: European political parties and their benefit from online strategies?
Authors: Koc-Michalska, K., Lilleker, D., Michalski, T., Gibson, R. and Zajac, J.
Journal: Journal of Information Technology and Politics
Volume: 18
Issue: 2
Pages: 180-193
ISSN: 1542-4049
Abstract:This paper examines how Facebook is used by political parties during elections to extend or accelerate their reach within the electorate and how successful these efforts are. Specifically, we compare the content and style of parties’ Facebook posts during the 2014 European parliament elections, and how this affects followers’ responses in terms of liking, sharing and commenting on the posts. Our findings reveal while that the timing and visual content of posts are important in increasing voters’ attention, interactivity matters most. Responsive party posts on Facebooks are significantly more likely to be shared, liked, and commented on by users. Given that follower reactions, particularly sharing, helps to increase the visibility of party communication through indirect or two-step flow communication (online and offline), these findings are important in advancing our understanding of how and why social media campaigns are able to influence voters and thus affect election outcomes. For parties themselves the results provide some useful insights into what makes for an ‘effective’ Facebook campaign in terms of how they can accelerate the reach of their communication.
https://eprints.bournemouth.ac.uk/34730/
Source: BURO EPrints