Social media influence on election campaign
Media reports and past studies consider social media a valuable campaigning channel for political parties and candidates, especially during an election. Studies suggest that when used along with traditional campaigning methods such as advertisements on mass media and major rallies, social media incr...
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| Format: | Book |
| Language: | English |
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Kuala Lumpur
UPNM Press
2023
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| Summary: | Media reports and past studies consider social media a valuable campaigning channel for political parties and candidates, especially during an election. Studies suggest that when used along with traditional campaigning methods such as advertisements on mass media and major rallies, social media increases the chances for candidates to win more support. Most research on social media election campaigning is more qualitative than quantitative. Furthermore, the focus of the small number of quantitative papers is on the use of Twitter. The limited number of papers that discuss Facebook use data coming from western democratic countries such as the United States and the UK. Moreover, these papers treat the bare count of likes recorded on the candidates' or the parties' Facebook as indicators of support and predictors for votes. This book features the study on finding ways of measuring the effectiveness of using Facebook Pages (FP) for election campaigning, concentrating on the interactions that occur between the candidates and the public (users). |
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| Physical Description: | xvi, 145 pages illustrations 23 cm |
| Bibliography: | Includes bibliographical references and index |
| ISBN: | 9789672414698 (pbk) |