Social Media Campaigning: Mobilization and Fundraising on Facebook
作者: Zachary J. AuterJeffrey A. Fine
作者单位: 1University of Pittsburgh
2 Clemson University
刊名: Social Science Quarterly, 2018, Vol.99 (1), pp.185-200
来源数据库: Wiley Journal
DOI: 10.1111/ssqu.12391
原始语种摘要: Objective(#br)We investigate why certain candidates for the U.S. Senate are more likely to use social media for mobilization and fundraising.(#br)Methods(#br)Through content analysis of nearly 15,000 Facebook posts made by candidates for the U.S. Senate, we examine how candidate and campaign characteristics shape social media use.(#br)Results(#br)We find this type of campaigning is most common among challengers and Tea Party candidates who lack the name recognition and resources of more established candidates. Additionally, race characteristics, such as competitiveness and the relative positioning of candidates, influence social media posting strategies, with candidates in competitive races and candidates trailing their opponent more actively engaging in social media...
全文获取路径: Wiley  (合作)

  • social 群居的
  • competitive 竞争性的
  • more 更多
  • resources 资源
  • media 中脉
  • posting 安设支柱
  • level 水准
  • adopt 采纳
  • their 他们的
  • trailing 拖尾