How political candidates’ use of Facebook relates to the election outcomes

This paper examines the relationship between political candidates’ use of Facebook and their election outcomes (vote share and election success).
Lin

How political candidates' use of Facebook relates to the election outcomes

Hsin-Chen Lin

University of New Brunswick, Canada

Introduction

The emergence and adaptation of online communication technologies, such as Facebook, Twitter and Google Plus, have dramatically changed communication between politicians and their constituents during elections. Generally speaking, marketing communication channels such as newspapers, television advertising, radio and billboards are being replaced by internet and social media services as the primary channels through which companies communicate with their customers (West 2013), a shift that has also been adopted by politicians in election...

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