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Politics and social media: an analysis of factors anteceding voting intention

Author

Listed:
  • Marcelo de-Oliveira

    (Fucape Business School)

  • Claudio Marcio Almeida

    (Fucape Business School)

  • Emerson Wagner Mainardes

    (Fucape Business School)

Abstract

The objective of this study is to analyze the effects of social media on voting intentions. We conduct a survey with 559 Brazilian voters. To estimate the results, we use the structural equation modeling technique, with the partial least squares (PLS). The results suggest that the voting intention can be negatively influenced by the image of political parties and positively by the voter opinion, voter trust and candidate’s image. The results also suggest that social media positively affect voter opinion, voter trust, candidate’s image and political party image. These findings help to better understand voter behavior, especially when there is the use of social media in the political electoral context, especially in Brazil.

Suggested Citation

  • Marcelo de-Oliveira & Claudio Marcio Almeida & Emerson Wagner Mainardes, 2022. "Politics and social media: an analysis of factors anteceding voting intention," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(2), pages 309-332, June.
    • Handle: RePEc:spr:irpnmk:v:19:y:2022:i:2:d:10.1007_s12208-021-00301-7
    DOI: 10.1007/s12208-021-00301-7
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    References listed on IDEAS

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