Invest, Engage, and Win: Online Campaigns and Their Outcomes in an Israeli Election

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Author(s): Moran Yarchi (The Interdisciplinary Center (IDC), Israel), Gadi Wolfsfeld (The Interdisciplinary Center (IDC), Israel), Tal Samuel-Azran (The Interdisciplinary Center (IDC), Israel)and Elad Segev (Tel-Aviv University, Israel)
Copyright: 2017
Pages: 24
Source title: Social Media Performance Evaluation and Success Measurements
Source Author(s)/Editor(s): Michael A. Brown Sr. (Right Fit Communications LLC, USA)
DOI: 10.4018/978-1-5225-1963-8.ch011

Keywords: Information Science Reference / Media & Communications / Social Computing / Social Networking

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Abstract

Though the use of social media for political campaigning has been widely studied, its correlation with electoral success has not received much attention. The current study uses the 2013 Israeli elections to examine the impact of social media on campaigns as a process. Findings indicate that parties and candidates that invest in social media are more likely to achieve social media success, which in turn increases their chances of achieving electoral success. Some may dispute the level of influence of social media; however, study findings suggest that being active in the digital arena has become a significant element in achieving ballot box success.

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Invest, Engage, and Win: Online Campaigns and Their Outcomes in an Israeli Election

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