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- Title
Does Political Advertising Lead to Online Information Seeking? A Real-World Test Using Google Search Data.
- Authors
Housholder, Elizabeth; Watson, Brendan R.; LoRusso, Susan
- Abstract
Though the political advertising literature has documented the effects of political advertising on political attitudes and voting behavior, less attention has been paid to the role of political advertising in stimulating information search. This study seeks to examine the impact of political advertising on real world information seeking using CMAG data from the Wisconsin Ad Project combined with Google Trends search data. Results suggest that increased advertising volume is associated with increased online information seeking. Additionally, this study tests the feasibility of using Google Trends search data as a proxy measure of political information seeking.
- Subjects
POLITICAL advertising; ONLINE information services; INFORMATION-seeking behavior; POLITICAL attitudes; VOTING research; GOOGLE (Web resource); INTERNET searching
- Publication
Journal of Broadcasting & Electronic Media, 2018, Vol 62, Issue 2, p337
- ISSN
0883-8151
- Publication type
Article
- DOI
10.1080/08838151.2018.1451854