Publication: Beneficial or harmful? How (mis)fit of ...
Master data
Title: | Beneficial or harmful? How (mis)fit of targeted political advertising on social media shapes voter perceptions |
Subtitle: | |
Abstract: | Targeted political advertising (TPA) on social media builds on tailoring messages to (groups of) individuals’ characteristics based on user data. Questions have been raised about the impact of TPA on recipients and society. In this study, we focus on the fit of TPA, that is, the congruence between TPA and recipients’ preferences, and draw on congruity theories, social identity theory (SIT), and persuasion knowledge. In a two-wave panel study (N = 428) during a Viennese state election, we investigated the relationships between individuals’ perceived fit and misfit of TPA on perceptions about the manipulative intent as well as the benefits and harms for democracy. The findings showed that perceived fit of TPA at Time 1 decreased perceived manipulative intent and increased perceived benefits of TPA at Time 2. The perceived misfit of TPA at Time 1 did not influence individuals’ perceptions at Time 2, and perceptions about the harms of TPA to democracy stayed stable. Findings imply that political campaigners might benefit from targeting but raise questions about individuals’ defense mechanisms against the persuasive technique. |
Keywords: | Marketing, Communication, Business and International Management |
Publication type: | Article in journal (Authorship) |
Publication date: | 23.03.2023 (Online) |
Published by: |
Journal of Advertising
Journal of Advertising
(
American Academy of Advertising;
)
to publication |
Title of the series: | - |
Volume number: | - |
Issue: | - |
First publication: | Yes |
Version: | - |
Page: | pp. 1 - 17 |
Versionen
Keine Version vorhanden |
Publication date: | 23.03.2023 |
ISBN (e-book): | - |
eISSN: | 1557-7805 |
DOI: | http://dx.doi.org/10.1080/00913367.2023.2175081 |
Homepage: | - |
Open access |
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Authors
Assignment
Organisation | Address | ||||
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Fakultät für Sozialwissenschaften
Institut für Medien- und Kommunikationswissenschaft
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AT - A-9020 Klagenfurt am Wörthersee |
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Research Cluster | No research Research Cluster selected |
Citation index |
Information about the citation index: Master Journal List
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Peer reviewed |
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Publication focus |
Classification raster of the assigned organisational units:
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working groups | No working group selected |
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Publications: | No related publications |
Events: | No related events |
Lectures: | No related lectures |