Political Advertising on Social Media: The Impact on Young People’s Political Behavior and Attitudes
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This study examined young adults (ages 18–30) political behavior and attitudes and their exposure to and perceptions of political advertisements on social networking sites. Perceptions of and exposure to political advertisements were assessed in relation to political self-efficacy and situational political involvement. Perceptions and exposures were also measured in relation to each other. Data from an Internet survey of young adults who are registered voters of the United States showed significant positive relationships between exposure to political advertisements and perceptions of political advertisements. Political self-efficacy and situational political involvement were not significantly related to exposure or perception of political advertisements. Political self-efficacy was negatively correlated with participants who ignored political advertisements on social media. Implications are discussed for political advertising’s impact on young adults’ political behavior and attitudes.
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