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.

http://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

http://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.

http://eprints.bournemouth.ac.uk/34730/

Source: Manual