The Roles of the Internet and Social Media in Political Marketing and Voter Behaviour : A Study of Finnish Parliamentary Elections

2023

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 t…