Effects of endorser types in political endorsement advertising

Independent voters are a valuable vote source, often determining electoral outcomes worldwide. Political endorsements from both celebrities and non-celebrities are also a common, vital election strategy.

Effects of endorser types in political endorsement advertising

Hsuan-Yi Chou

National Sun Yat-sen University

Introduction

Independent voters are actively pursued by candidates during elections, because their voting preferences can easily be changed (Wang 2010) and their votes significantly affect the results of many elections (Castells 2007). For example, in the 2012 presidential and legislative elections in Taiwan (where the author conducted this study), independent voters were the major target of each party/campaign as their voting decisions were critical in determining which candidate would win the election (Hsieh et al. 2011). Post-election commentary attributed President Ying-Jeou Ma’s success to attracting...

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