This study sought to determine to what extent social media influences political party perception (PPP) and political voting behavior. Based on literature a conceptual model was developed which measures political interest, political trust, religion and the use of social media and their effects on PPP and voting behavior. Using an online questionnaire the conceptual model was tested towards and during the Dutch national elections of 2010. Although data analysis indicates several significant effects on PPP, voting behavior is solely determined by political interest. Certain effects of social media seem evident, though further research is necessary in funding and legitimizing its future role in political marketing.
|Title of host publication||Proceedings of the IADIS International Conferences ICT, Society and Human Beings 2011, e-Democracy, Equity and Social Justice 2011|
|Place of Publication||Lisbon, Portugal|
|Publication status||Published - 20 Jul 2011|
- Social Politics
- Political Party Perception
- Social Media