A3 Book section, Chapters in research books
The Roles of the Internet and Social Media in Political Marketing and Voter Behaviour : A Study of Finnish Parliamentary Elections (2023)


Mannonen, M., & Skippari, M. (2023). The Roles of the Internet and Social Media in Political Marketing and Voter Behaviour : A Study of Finnish Parliamentary Elections. In O. Niininen (Ed.), Social Media for Progressive Public Relations (pp. 193-207). Routledge. https://doi.org/10.4324/9781003177791-18


JYU authors or editors


Publication details

All authors or editorsMannonen, Markus; Skippari, Mika

Parent publicationSocial Media for Progressive Public Relations

Parent publication editorsNiininen, Outi

ISBN978-1-032-01233-9

eISBN978-1-003-17779-1

Publication year2023

Publication date23/09/2022

Pages range193-207

Number of pages in the book270

PublisherRoutledge

Place of PublicationLondon

Publication countryUnited Kingdom

Publication languageEnglish

DOIhttps://doi.org/10.4324/9781003177791-18

Publication open accessNot open

Publication channel open access

Publication is parallel published (JYX)https://jyx.jyu.fi/handle/123456789/86015


Abstract

This chapter explores the roles of the internet and social media (SM) in political marketing and voter behaviour. We specifically analyse how voters’ use of both offline (television) and online (internet and SM) media to search for political information affects their voting preferences and decision-making. First, we examine how the use of offline and online media for political information differs among various voter groups based on voter demographics. Second, we investigate how the use of offline and online media is linked to voter choice (i.e., voting for a particular party). Our study is based on a voter survey of Finnish parliamentary elections in 2015. The results show a difference in the importance of online and offline media as a source of political information among voters, the role of internet and SM being remarkable only for younger voters (aged 18–24). We find that internet and SM are important source of political information especially for election day voters. In addition, we demonstrate a positive linkage between searching for political information and a voter’s decision to vote for a particular party.


Keywordspoliticspolitical communicationsocial medianetwork communicationInternetinfluencingelectionsgeneral electionsvotersvoting behaviour


Contributing organizations


Ministry reportingYes

Reporting Year2023

Preliminary JUFO rating3


Last updated on 2024-03-04 at 21:46