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The Use of Social Media for Electoral Purposes. The Case of the Italian Election in 2018

In: Exploring Innovation in a Digital World

Author

Listed:
  • Benedetta Gesuele

    (ACRI)

  • Concetta Metallo

    (University “Parthenope” of Naples)

  • María-Dolores Guillamón

    (University of Murcia)

  • Ana-María Ríos

    (University of Murcia)

Abstract

The aim of this paper is to study the role of social media in political communication and their possible influence on electoral results. For this purpose, we analyze the parties’ Facebook Fan pages in the last general election in Italy (March 2018) over two periods: from 1st February to 4th March 2018 (Election Day); and, from 5th March to 31st March 2018. Our results show that there is a positive and significant relationship between the effort of the parties to inform citizens thorough the use of Facebook before the elections and their electoral outcomes in the congress. Specifically, we find that the higher the parties’ engagement, the better their electoral results. Nevertheless, we do not find any evidence that a higher engagement of citizens on a party’s Facebook Fan page before the election leads to this party having better electoral results. Finally, we explore if the parties change their political discourse before and after the election on their Facebook Fan pages, and find that there are, indeed, differences.

Suggested Citation

  • Benedetta Gesuele & Concetta Metallo & María-Dolores Guillamón & Ana-María Ríos, 2021. "The Use of Social Media for Electoral Purposes. The Case of the Italian Election in 2018," Lecture Notes in Information Systems and Organization, in: Federica Ceci & Andrea Prencipe & Paolo Spagnoletti (ed.), Exploring Innovation in a Digital World, pages 249-263, Springer.
  • Handle: RePEc:spr:lnichp:978-3-030-87842-9_17
    DOI: 10.1007/978-3-030-87842-9_17
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