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Parasocial Interactions Online: Candidate Intimacy in Webpages and Facebook
Research presented in this article assesses cognitive processing and behavioral outcome differences that occur when the public interacts with political candidates' webpages as opposed to viewing their Facebook pages. Further, an exploration into perceptions individuals have of these candidates and the potential for developing parasocial relationships is pursued. Findings suggest that perceptions of intimacy are directly related to perceptions of candidates' credibility and potential political action; these findings have clear implications on future political marketing strategies.
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The Influence of Tone, Target, and Issue Ownership on Political Advertising Effects in Primary Versus General Elections
In: Journal of political marketing: political campaigns in the new millennium, Band 10, Heft 3, S. 275-296
ISSN: 1537-7865
To Tell the Truth: Ad Watch Coverage, Ad Tone, and the Accuracy of Political Advertising
In: Political communication: an international journal, Band 35, Heft 3, S. 450-469
ISSN: 1091-7675