No Better Than Soup? Comparing Null Experimental Effects of Political Facebook Ads Across Persuasive and Instrumental Measures of Effectiveness
Studies on digital advertising effects claim that the primary purposes of online ads are persuasive : They seek to change vote choice or voters’ attitudes toward candidates. But recent scholarship has noted that social media’s unique affordances encourage electoral campaigns to use them in specific...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
SAGE Publishing
2025-02-01
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| Series: | Social Media + Society |
| Online Access: | https://doi.org/10.1177/20563051251316117 |
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