Digital contagion: Measuring spillover in an Internet mobilization campaign

Volume: 17, Issue: 4, Pages: 376 - 391
Published: Apr 14, 2020
Abstract
The effects of microtargeted digital advertisements intended to mobilize voters have the unique potential to spread within households through the sharing of devices. We conduct an analysis of cohabitants of individuals randomly assigned to receive microtargeted mobilization ads during a municipal election. Results show that digital ads generate a spillover effect, though the effect is moderated by district competitiveness. This contagion can...
Paper Details
Title
Digital contagion: Measuring spillover in an Internet mobilization campaign
Published Date
Apr 14, 2020
Journal
Volume
17
Issue
4
Pages
376 - 391
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