Political Microtargeting: Relationship Between Personalized Advertising on Facebook and Voters' Responses

Sanne Kruikemeier · Minem Sezgin · Sophie C. Boerman

112 citations0/0 files storedCyberpsychology Behavior and Social Networking

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Social Media and Politics Digital Marketing and Social Media Privacy, Security, and Data Protection

Abstract

This study examines the relationship between exposure to political personalized ads on Facebook and voters' responses toward those ads and studies the mediating role of the use of persuasion knowledge in this relationship. Results from an online experiment (N = 122) demonstrate that exposure to a personalized ad from a political party activates persuasion knowledge, which in turn leads to lower intentions to engage in electronic word of mouth, but only for those participants who recall seeing the Sponsored label. We found no effects on source trustworthiness. Adding a text explaining the practice of personalized advertising did not lead to higher levels of persuasion knowledge and did not change the responses toward the message.

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References

2004Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?1990Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness 1994The Persuasion Knowledge Model: How People Cope with Persuasion Attempts 1986The Elaboration Likelihood Model of Persuasion 2001Internet forums as influential sources of consumer information 2000Consumers' Use of Persuasion Knowledge: The Effects of Accessibility and Cognitive Capacity on Perceptions of an Influence Agent 2010It's Complicated: Facebook Users' Political Participation in the 2008 Election 2006Understanding the Impact of Web Personalization on User Information Processing and Decision Outcomes1

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