How Do Information Sources Shape Voters’ Political Views?: Comparing Mainstream and Social-Media Effects On Democrats, Republicans, and the Undecided

Mathur A.Moschis G.P.Mahidol University2023-06-182023-06-182022-01-01Journal of Advertising Research Vol.62 No.2 (2022) , 176-19500218499https://repository.li.mahidol.ac.th/handle/20.500.14594/84007The study assesses the extent to which the various sources of political information may influence the beliefs and values held by three groups of potential voters in the United States (Democrats, Republicans, and undecided). It interprets findings regarding the efficacy of the various sources of political information in the context of communication theories to explain the emerged group differences and suggests political marketing strategies to influence potential voters. The study findings suggest the possible powerful effects of social media relative to other sources in affecting the political views of undecided potential voters.Business, Management and AccountingHow Do Information Sources Shape Voters’ Political Views?: Comparing Mainstream and Social-Media Effects On Democrats, Republicans, and the UndecidedArticleSCOPUS10.2501/JAR-2022-0092-s2.0-8513404734717401909