IDEAS home Printed from https://ideas.repec.org/a/spr/irpnmk/v19y2022i2d10.1007_s12208-021-00301-7.html
   My bibliography  Save this article

Politics and social media: an analysis of factors anteceding voting intention

Author

Listed:
  • Marcelo de-Oliveira

    (Fucape Business School)

  • Claudio Marcio Almeida

    (Fucape Business School)

  • Emerson Wagner Mainardes

    (Fucape Business School)

Abstract

The objective of this study is to analyze the effects of social media on voting intentions. We conduct a survey with 559 Brazilian voters. To estimate the results, we use the structural equation modeling technique, with the partial least squares (PLS). The results suggest that the voting intention can be negatively influenced by the image of political parties and positively by the voter opinion, voter trust and candidate’s image. The results also suggest that social media positively affect voter opinion, voter trust, candidate’s image and political party image. These findings help to better understand voter behavior, especially when there is the use of social media in the political electoral context, especially in Brazil.

Suggested Citation

  • Marcelo de-Oliveira & Claudio Marcio Almeida & Emerson Wagner Mainardes, 2022. "Politics and social media: an analysis of factors anteceding voting intention," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(2), pages 309-332, June.
    • Handle: RePEc:spr:irpnmk:v:19:y:2022:i:2:d:10.1007_s12208-021-00301-7
    DOI: 10.1007/s12208-021-00301-7
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s12208-021-00301-7
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s12208-021-00301-7?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Kim, Sanghyun & Park, Hyunsun, 2013. "Effects of various characteristics of social commerce (s-commerce) on consumers’ trust and trust performance," International Journal of Information Management, Elsevier, vol. 33(2), pages 318-332.
    2. Shiksha Kushwah & Deep Shree & Mahim Sagar, 2017. "Evolution of a framework of co-creation in political marketing: select cases," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 14(4), pages 427-445, December.
    3. Hunt Allcott & Matthew Gentzkow, 2017. "Social Media and Fake News in the 2016 Election," NBER Working Papers 23089, National Bureau of Economic Research, Inc.
    4. O'Cass, Aron & Pecotich, Anthony, 2005. "The dynamics of voter behavior and influence processes in electoral markets: a consumer behavior perspective," Journal of Business Research, Elsevier, vol. 58(4), pages 406-413, April.
    5. Andrew Robson & David Hart, 2019. "The post-Brexit donor: segmenting the UK charitable marketplace using political attitudes and national identity," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 16(2), pages 313-334, December.
    6. Iordanis Kotzaivazoglou & Leonidas Hatzithomas & Eirini Tsichla, 2018. "Gender stereotypes in advertisements for male politicians: longitudinal evidence from Greece," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(3), pages 333-352, September.
    7. U. Abhijith & G. Rejikumar, 2018. "An exploratory study on information retention in social media platforms among Generation Y," International Journal of Internet Marketing and Advertising, Inderscience Enterprises Ltd, vol. 12(4), pages 305-324.
    8. Newman, Bruce I & Sheth, Jagdish N, 1985. "A Model of Primary Voter Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(2), pages 178-187, September.
    9. Saikat Banerjee, 2021. "On the relationship between online brand community and brand preference in political market," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(1), pages 27-55, March.
    10. Harsha Gangadharbatla & Masoud Valafar, 2017. "Propagation of user-generated content online," International Journal of Internet Marketing and Advertising, Inderscience Enterprises Ltd, vol. 11(3), pages 218-232.
    11. Sengupta, Jaideep & Johar, Gita Venkataramani, 2002. "Effects of Inconsistent Attribute Information on the Predictive Value of Product Attitudes: Toward a Resolution of Opposing Perspectives," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(1), pages 39-56, June.
    12. Hunt Allcott & Matthew Gentzkow, 2017. "Social Media and Fake News in the 2016 Election," Journal of Economic Perspectives, American Economic Association, vol. 31(2), pages 211-236, Spring.
    13. Paul Goren, 2005. "Party Identification and Core Political Values," American Journal of Political Science, John Wiley & Sons, vol. 49(4), pages 881-896, October.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Leopoldo Fergusson & Carlos Molina, 2020. "Facebook Causes Protests," HiCN Working Papers 323, Households in Conflict Network.
    2. Dean Neu & Gregory D. Saxton & Abu S. Rahaman, 2022. "Social Accountability, Ethics, and the Occupy Wall Street Protests," Journal of Business Ethics, Springer, vol. 180(1), pages 17-31, September.
    3. Robbett, Andrea & Matthews, Peter Hans, 2018. "Partisan bias and expressive voting," Journal of Public Economics, Elsevier, vol. 157(C), pages 107-120.
    4. Henrik Skaug Sætra, 2021. "AI in Context and the Sustainable Development Goals: Factoring in the Unsustainability of the Sociotechnical System," Sustainability, MDPI, vol. 13(4), pages 1-19, February.
    5. Fathey Mohammed & Nabil Hasan Al-Kumaim & Ahmed Ibrahim Alzahrani & Yousef Fazea, 2023. "The Impact of Social Media Shared Health Content on Protective Behavior against COVID-19," IJERPH, MDPI, vol. 20(3), pages 1-16, January.
    6. Bartosz Wilczek, 2020. "Misinformation and herd behavior in media markets: A cross-national investigation of how tabloids’ attention to misinformation drives broadsheets’ attention to misinformation in political and business," PLOS ONE, Public Library of Science, vol. 15(11), pages 1-22, November.
    7. Joël Cariolle & Yasmine Elkhateeb & Mathilde Maurel, 2022. "(Mis-)information technology: Internet use and perception of democracy in Africa," Documents de travail du Centre d'Economie de la Sorbonne 22010, Université Panthéon-Sorbonne (Paris 1), Centre d'Economie de la Sorbonne.
    8. Barrera, Oscar & Guriev, Sergei & Henry, Emeric & Zhuravskaya, Ekaterina, 2020. "Facts, alternative facts, and fact checking in times of post-truth politics," Journal of Public Economics, Elsevier, vol. 182(C).
    9. Sumeet Kumar & Binxuan Huang & Ramon Alfonso Villa Cox & Kathleen M. Carley, 2021. "An anatomical comparison of fake-news and trusted-news sharing pattern on Twitter," Computational and Mathematical Organization Theory, Springer, vol. 27(2), pages 109-133, June.
    10. Zazli Lily Wisker & Robert Neil McKie, 2021. "The effect of fake news on anger and negative word-of-mouth: moderating roles of religiosity and conservatism," Journal of Marketing Analytics, Palgrave Macmillan, vol. 9(2), pages 144-153, June.
    11. Roger D. Magarey & Christina M. Trexler, 2020. "Information: a missing component in understanding and mitigating social epidemics," Palgrave Communications, Palgrave Macmillan, vol. 7(1), pages 1-11, December.
    12. Christoph March & Ina Schieferdecker, 2021. "Technological Sovereignty as Ability, Not Autarky," CESifo Working Paper Series 9139, CESifo.
    13. Larsen, Vegard H. & Thorsrud, Leif Anders & Zhulanova, Julia, 2021. "News-driven inflation expectations and information rigidities," Journal of Monetary Economics, Elsevier, vol. 117(C), pages 507-520.
    14. Kübler, Raoul V. & Manke, Kai & Pauwels, Koen, 2025. "I like, I share, I vote: Mapping the dynamic system of political marketing," Journal of Business Research, Elsevier, vol. 186(C).
    15. Deena A. Isom & Hunter M. Boehme & Toniqua C. Mikell & Stephen Chicoine & Marion Renner, 2021. "Status Threat, Social Concerns, and Conservative Media: A Look at White America and the Alt-Right," Societies, MDPI, vol. 11(3), pages 1-20, July.
    16. Lohse, Johannes & McDonald, Rebecca, 2021. "Absolute groupishness and the demand for information," VfS Annual Conference 2021 (Virtual Conference): Climate Economics 242454, Verein für Socialpolitik / German Economic Association.
    17. Seth C. Lewis & Logan Molyneux, 2018. "A Decade of Research on Social Media and Journalism: Assumptions, Blind Spots, and a Way Forward," Media and Communication, Cogitatio Press, vol. 6(4), pages 11-23.
    18. Germano, Fabrizio & Sobbrio, Francesco, 2020. "Opinion dynamics via search engines (and other algorithmic gatekeepers)," Journal of Public Economics, Elsevier, vol. 187(C).
    19. Felix Chopra & Ingar K. Haaland & Christopher Roth, 2019. "Do People Value More Informative News?," CESifo Working Paper Series 8026, CESifo.
    20. Donati, Dante, 2023. "Mobile Internet access and political outcomes: Evidence from South Africa," Journal of Development Economics, Elsevier, vol. 162(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:irpnmk:v:19:y:2022:i:2:d:10.1007_s12208-021-00301-7. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.