The Roles of the Internet and Social Media in Political Marketing and Voter Behaviour : A Study of Finnish Parliamentary Elections
Mannonen, M., & Skippari, M. (2023). The Roles of the Internet and Social Media in Political Marketing and Voter Behaviour : A Study of Finnish Parliamentary Elections. In O. Niininen (Ed.), Social Media for Progressive Public Relations (pp. 193-207). Routledge. https://doi.org/10.4324/9781003177791-18
Editors
Date
2023Discipline
Sustainable BusinessDigitaalinen liiketoiminta ja talous (painoala)Kestävä liiketoiminta ja talous (painoala)MarkkinointiSustainable BusinessDigital Business and Economy (focus area)Sustainable Business and Economy (focus area)MarketingCopyright
© 2023 selection and editorial matter, Outi Niininen; individual chapters, the contributors
This chapter explores the roles of the internet and social media (SM) in political marketing and voter behaviour. We specifically analyse how voters’ use of both offline (television) and online (internet and SM) media to search for political information affects their voting preferences and decision-making. First, we examine how the use of offline and online media for political information differs among various voter groups based on voter demographics. Second, we investigate how the use of offline and online media is linked to voter choice (i.e., voting for a particular party). Our study is based on a voter survey of Finnish parliamentary elections in 2015. The results show a difference in the importance of online and offline media as a source of political information among voters, the role of internet and SM being remarkable only for younger voters (aged 18–24). We find that internet and SM are important source of political information especially for election day voters. In addition, we demonstrate a positive linkage between searching for political information and a voter’s decision to vote for a particular party.
...
Publisher
RoutledgeParent publication ISBN
978-1-032-01233-9Is part of publication
Social Media for Progressive Public RelationsKeywords
Publication in research information system
https://converis.jyu.fi/converis/portal/detail/Publication/150957675
Metadata
Show full item recordCollections
- Kauppakorkeakoulu [1343]
License
Related items
Showing items with similar title or keywords.
-
Digitaalisia medioita, poliitikkojen kokemuksia ja vaaleja
Mäkinen, Katja; Salo, Miika (Valtiotieteellinen yhdistys, 2022) -
Vallaton vaalikone
Suojanen, Maria; Talponen, Jarno; Haukio, Jenni (Minerva, 2007) -
When Social Media Influencers go Political : An Exploratory Analysis on the Emergence of Political Topics Among Finnish Influencers
Suuronen, Aleksi; Reinikainen, Hanna; Borchers, Nils S.; Strandberg, Kim (Routledge, 2022)Social media influencers are often understood as non-political actors who, due to the impact they exert on their followers’ purchase decisions and brand attitudes, play an important role in marketing and branding. In recent ... -
Brexit : Public Relations Campaign with Integrated Social Media Changed Political World
Spickett-Jones, J. Graham; Niininen, Outi (Routledge, 2023)Both the 2016 US election of President Trump and the outcome of the 2016 United Kingdom European Union Membership Referendum, in favour of the Vote Leave campaign, are frequently given as examples to illustrate the power ... -
Äänestäjien keskustelut vaaleista : kevyttä jutustelua vai varsinaista politiikkaa?
Tainio, Susanna (2001)