文章基本信息

标题：Social Media Battles: their Impact during the 2014 Greek Municipal Elections
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作者：Georgios Lappas ; Amalia Triantafillidou ; Prodromos Yannas 等
期刊名称：Journal of Universal Computer Science
印刷版ISSN：0948-6968
出版年度：2016
卷号：22
期号：3
页码：375-393
DOI：10.3217/jucs-022-03-0375
出版社：Graz University of Technology and Know-Center
摘要：The purpose of this study is to examine the use of social media such as Facebook, Twitter, and YouTube by candidates running for the 2014 Greek Municipal Elections by addressing the following questions: (1) which factors affect social media adoption by municipal candidates?, and (2) whether social media usage along with the popularity of candidates' social media pages influence candidates' vote share. Results indicate that social media are not very popular campaigning tools among municipal candidates in Greece. This implies that Greek candidates still rely on traditional ways to lure their voters. Furthermore, findings reveal that candidates running in large municipalities are more likely to utilize social media (i.e., Facebook, Twitter, and YouTube) as means of political marketing. In addition, challengers seem to prefer Facebook and Twitter as campaign tools while males tend to focus on YouTube to attract voters. Despite the low adoption rate, results suggest that candidates who made use of social media won more votes compared to candidates who were not social media users. Moreover, it was found that a candidate's Facebook page and YouTube channel popularity are good indicators of the candidate's vote share.
关键词：Facebook; Greek municipal elections; Twitter; YouTube; political marketing strategy; quantitative analysis; social media; social media popularity; vote share