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Voter Classification Based on Susceptibility to Persuasive Strategies: A Machine Learning Approach

Author

Listed:
  • Mehmet Özer Demir

    (Alanya Alaaddin Keykubat Universitesi)

  • Biagio Simonetti

    (Università Degli Studi Del Sannio
    WSB University in Gansk)

  • Murat Alper Başaran

    (Alanya Alaaddin Keykubat Universitesi)

  • Sezgin Irmak

    (Akdeniz Universitesi)

Abstract

The current literature on the campaigns of political marketing is based on mass communication. However, the online community introduces new opportunities, one of them is captology. As a part of captology, the persuasive strategies take increasing attention from both authors and practitioners. There is a growing literature that persuasive technologies are useful in the attitudinal and behavioral change of the targeted group, which is the aim of political marketing. This research introduces the persuasive strategies into political marketing literature. In this manuscript, respondents are discriminated based on their susceptibility to the persuasive strategies to determine which persuasive strategy has effects on liberals and conservative. Findings suggest that liberals and conservatives can be discriminated based on their susceptibility to persuasive strategies using machine learning algorithms. The findings of the study offer new insights into political marketing campaigns.

Suggested Citation

  • Mehmet Özer Demir & Biagio Simonetti & Murat Alper Başaran & Sezgin Irmak, 2021. "Voter Classification Based on Susceptibility to Persuasive Strategies: A Machine Learning Approach," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 155(1), pages 355-370, May.
    • Handle: RePEc:spr:soinre:v:155:y:2021:i:1:d:10.1007_s11205-020-02605-3
    DOI: 10.1007/s11205-020-02605-3
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    References listed on IDEAS

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    1. Jim A C Everett, 2013. "The 12 Item Social and Economic Conservatism Scale (SECS)," PLOS ONE, Public Library of Science, vol. 8(12), pages 1-11, December.
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    4. Deppe, Kristen Diane & Stoltenberg, Scott F. & Smith, Kevin B. & Hibbing, John R., 2013. "Candidate Genes and Voter Turnout: Further Evidence on the Role of 5-HTTLPR," American Political Science Review, Cambridge University Press, vol. 107(2), pages 375-381, May.
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