Explaining digital campaign expenses
The case of the 2018 legislative elections in Colombia
Bibliographic Data
| ID | 12972181 |
|---|---|
| Authors | Gunther Vanden Eynde (0000-0002-6364-8598, Schlumberger (Ireland), corresponding author), Bart Maddens (0000-0001-6935-2571, Twitter (United States)) |
| Year | 2021 |
| Volume | 19 |
| Issue | 3 |
| Pages | 302-315 |
| Publication date | 2021-09-03 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of Information Technology & Politics (JOURNAL) |
| Journal identifiers | ISSN: 1933-169X • E-ISSN: 1933-1681 |
| Publisher | Routledge (PUBLISHER • GB) |
| DOI | 10.1080/19331681.2021.1973643 |
| OpenAlex | W3198115417 |
| Language | EN |
| Citations received | 5 |
| References cited | 33 |
This paper analyses the investment in digital tools and the allocation of communication expenses in a Global South country with an uneven digital penetration rate. Data were collected for 2,563 candidates in the 2018 legislative election in Colombia, based on the official campaign finance disclosure documents. A multivariate analysis shows that particularly challengers invest in social media tools, which is a strong indication in favor of the equalization model. That such an effect is not found for radio and television expenses confirms this interpretation. Candidates on open lists are more inclined to spend on both digital and radio and television tools than candidates on closed lists. At the district level, the odds of spending on digital media increase with the digital media use, but so does the odds of spending on radio and television ads
Advertising · Business · Digital advertising · Digital marketing · Digital media · Digital television · Economics · Investment (military · Legislature · Odds · Political science · Politics · Social media · Social media marketing · Telecommunications · Computer Science · Electoral Systems and Political Participation · Law · Media Influence and Politics · Social Media and Politics
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| Unique citing works | 5 |
|---|---|
| Citations per year | 1,67 |
| Citation span | 2023 - 2025 (3) |
| Citation velocity | recent |
| Highly cited | No |
| Citation types | Neutral: 5 |