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Digital Campaign Advertising and Tur...

Bakr, Adam,

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Digital Campaign Advertising and Turnout: Evidence About Framing and Dosage from a Randomized Field Experiment /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Digital Campaign Advertising and Turnout: Evidence About Framing and Dosage from a Randomized Field Experiment // Adam Bakr.
作者:	Bakr, Adam,
面頁冊數:	1 electronic resource (106 pages)
附註:	Source: Dissertations Abstracts International, Volume: 86-10, Section: A.
Contained By:	Dissertations Abstracts International86-10A.
標題:	Political science. -
電子資源:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=31939591
ISBN:	9798314813041

Digital Campaign Advertising and Turnout: Evidence About Framing and Dosage from a Randomized Field Experiment /
Bakr, Adam,

Digital Campaign Advertising and Turnout: Evidence About Framing and Dosage from a Randomized Field Experiment /Adam Bakr. - 1 electronic resource (106 pages)

Source: Dissertations Abstracts International, Volume: 86-10, Section: A.

A recent wave of studies on political advertising has demonstrated the small (and sometimes absent) persuasive effects of television and digital advertising in American elections. However, less is known about how the types of messages and dosage of political advertisements affect people and even less about how dosage interacts with messaging. This dissertation reports the results of an individual-level randomized field experiment on 778,882 registered voters conducted over Facebook during the 2018 Republican gubernatorial primary in Texas. The ads, produced by the incumbent governor's campaign, were designed to increase turnout among likely Republican voters in the state. I find small but discernible increases in voter turnout, with some message strategies resonating more than others. In particular, a social pressure message emphasizing civic duty outperformed a partisan identity appeal. I further demonstrate that among the more effective messages, delivering a higher volume of advertisements yields larger returns in voter turnout (up to about 1.2 percentage points increase for 20 exposures of a social pressure ad). Finally, when considering race as a moderating variable, the effects were not significantly different across racial groups when the advertisements emphasized partisan identity instead of racialized policies, suggesting that non-racial appeals had uniformly modest effects across demographics. These findings contribute to our understanding of digital campaign effects by highlighting the roles of message framing and exposure frequency in voter mobilization.

English

ISBN: 9798314813041Subjects--Topical Terms:

528916
Political science.
Subjects--Index Terms:

Digital advertising

Digital Campaign Advertising and Turnout: Evidence About Framing and Dosage from a Randomized Field Experiment /
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520 $a A recent wave of studies on political advertising has demonstrated the small (and sometimes absent) persuasive effects of television and digital advertising in American elections. However, less is known about how the types of messages and dosage of political advertisements affect people and even less about how dosage interacts with messaging. This dissertation reports the results of an individual-level randomized field experiment on 778,882 registered voters conducted over Facebook during the 2018 Republican gubernatorial primary in Texas. The ads, produced by the incumbent governor's campaign, were designed to increase turnout among likely Republican voters in the state. I find small but discernible increases in voter turnout, with some message strategies resonating more than others. In particular, a social pressure message emphasizing civic duty outperformed a partisan identity appeal. I further demonstrate that among the more effective messages, delivering a higher volume of advertisements yields larger returns in voter turnout (up to about 1.2 percentage points increase for 20 exposures of a social pressure ad). Finally, when considering race as a moderating variable, the effects were not significantly different across racial groups when the advertisements emphasized partisan identity instead of racialized policies, suggesting that non-racial appeals had uniformly modest effects across demographics. These findings contribute to our understanding of digital campaign effects by highlighting the roles of message framing and exposure frequency in voter mobilization.
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650 4 $a American studies. $3 2122720
650 4 $a Film studies. $3 2122736
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653 $a Message framing
653 $a Political campaigns
653 $a Social media
653 $a Voter mobilization
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690 $a 0338
690 $a 0323
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