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Facebook affordances and citizen engagement during elections: European political parties and their benefit from online strategies?

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dc.abstract.enThis 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 commentingon the posts. Our findings reveal while thatthe 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 understandingof 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.
dc.affiliationUniwersytet Warszawski
dc.contributor.authorKoc-Michalska, Karolina
dc.contributor.authorGibson, Rachel
dc.contributor.authorMichalski, Tomasz
dc.contributor.authorLilleker, Darren G.
dc.contributor.authorZając, Jan
dc.date.accessioned2024-01-25T00:14:57Z
dc.date.available2024-01-25T00:14:57Z
dc.date.issued2020
dc.description.financePublikacja bezkosztowa
dc.description.number2
dc.description.sdgPeaceJusticeAndStrongInstitutions
dc.description.volume18
dc.identifier.doi10.1080/19331681.2020.1837707
dc.identifier.issn1933-1681
dc.identifier.urihttps://repozytorium.uw.edu.pl//handle/item/106901
dc.identifier.weblinkhttps://www.tandfonline.com/doi/pdf/10.1080/19331681.2020.1837707
dc.languageeng
dc.pbn.affiliationpsychology
dc.relation.ispartofJournal of Information Technology and Politics
dc.relation.pages180-193
dc.rightsClosedAccess
dc.sciencecloudnosend
dc.titleFacebook affordances and citizen engagement during elections: European political parties and their benefit from online strategies?
dc.typeJournalArticle
dspace.entity.typePublication