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Online Political Marketing: The Use of Facebook in the 2010 Greek Municipal Elections
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Author(s): Georgios Lappas (Technological Education Institute of Western Macedonia, Greece), Prodromos Yannas (Technological Education Institute of Piraeus, Greece), Amalia Triantafillidou (Technological Education Institute of Western Macedonia, Greece)and Alexandros Kleftodimos (Technological Education Institute of Western Macedonia, Greece)
Copyright: 2014
Pages: 18
Source title:
Political Campaigning in the Information Age
Source Author(s)/Editor(s): Ashu M. G. Solo (Maverick Technologies America Inc., USA)
DOI: 10.4018/978-1-4666-6062-5.ch006
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Abstract
Web 2.0 has transformed user involvement and has created more active, more engaged, more participative, and more demanding users, citizens, and voters. This chapter explores the use of Facebook by candidates during the November 2010 Greek Municipal elections. In particular, this study undertakes an in-depth analysis of the use of Facebook by candidates running for the mayoral offices in approximately 325 municipal races. Using statistical analysis (e.g., chi-square independence tests, t-tests, binary regression analysis), a number of hypotheses are tested to examine the differences in the use of Facebook between candidates and assess the impact the use of Facebook has on candidates' election to office.
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