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Facebook, trust and privacy in an election year: Balancing politics and advertising

Author

Listed:
  • Bright, Laura F.

    (Stan Richards School of Advertising and Public Relations, Moody College of Communication, University of Texas at Austin, USA)

  • Sussman, Kristen Leah

    (Stan Richards School of Advertising & Public Relations, Moody College of Communication, University of Texas at Austin, USA)

  • Wilcox, Gary B.

    (Stan Richards School of Advertising and Public Relations, The University of Texas at Austin, USA)

Abstract

Prior to the US 2020 presidential election, both Twitter and Google announced changes to their political advertising policies. This article explores trust and privacy issues relating to social media while evaluating current public opinion regarding political advertising on Facebook, which unlike Twitter and Google, has remained steadfast in its support for political advertising. The study uses a textual analysis of Twitter data collected from conversations in October 2019 to provide a snapshot of public rhetoric at this point in time. Results from the text analysis identify trends around the upcoming election, political advertising, Russia and Trump. Topics are further investigated using an online survey panel of 300 participants. ANOVA results indicate that privacy concerns are a key driver of desire to remove political advertising. The results suggest that user perception of Facebook advertising is decreasing as a result of privacy concerns related to trust in the platform. Political advertisers should therefore reevaluate their communication strategy with regard to Facebook advertising.

Suggested Citation

  • Bright, Laura F. & Sussman, Kristen Leah & Wilcox, Gary B., 2021. "Facebook, trust and privacy in an election year: Balancing politics and advertising," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 8(4), pages 332-346, April.
    • Handle: RePEc:aza:jdsmm0:y:2021:v:8:i:4:p:332-346
    as

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    More about this item

    Keywords

    privacy; online trust; political advertising; Facebook; public opinion; misinformation; online advertising;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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