Is Social Media Effective in Political Marketing? Evidence from Taiwan

• In Event: Exploring Political Dynamics in Taiwan: Finance, Media, and Democratic Support

Abstract

As social media evolves, an increasing number of political parties and politicians are leveraging it for political marketing, particularly during election campaigns. Prior research has extensively analyzed the impact of social media on political dynamics, yet there has been minimal focus on its effectiveness in political marketing. This study aims to determine if social media usage in political marketing can positively influence public perception of politicians and boost their chances of receiving votes. Conducting a survey experiment in Taiwan, with a focus on Ko Wen-je, the study discovers that social media in political marketing significantly enhances people’s positive views of Ko Wen-je and their likelihood to vote for him. This effect is notably strong among those deeply engaged with his vlog content. Moreover, different types of vlogs have varied impacts on how the public assesses politicians and their voting intentions. In particular, exposure to lifestyle vlogs notably increases favorability towards Ko Wen-je and the likelihood of voting for him. Overall, this study sheds light on the effectiveness of social media in enhancing the appeal and electoral support of politicians. However, due to the varied influence of different vlog types, politicians need to be thoughtful about their vlog content in their social media marketing strategies.

Author

• Ching-Hsing Wang, National Cheng Kung University