Do Online Ads Influence Vote Choice?

  title={Do Online Ads Influence Vote Choice?},
  author={A. Hager},
  journal={Political Communication},
  pages={376 - 393}
  • A. Hager
  • Published 2019
  • Sociology
  • Political Communication
  • Do online ads influence vote choice? We partner with a German party to evaluate the effectiveness of online ads using a cluster-randomized experiment. During the 2016 Berlin state election, 189 postal districts were randomly assigned to (a) emotional ads; (b) factual ads; or (c) no ads. Analyzing electoral results at the postal district level, we find that the overall campaign weakly increased the party’s vote share by 0.7 percentage points (p-value = 0.155). We also estimate a negative effect… CONTINUE READING
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