Abstract
This exploratory research, utilizing both open-ended and likert-type questions, identifies who voters trust on Facebook for information about Presidential candidates as well as the benefits of using Facebook for obtaining this information. In line with Social Identity Theory, results indicate that some sources, especially those that are respected/intimate are far more trusted than others, e.g., local media, national media, and celebrities. Findings indicate that voters, drawn from a national online sample, enjoy the social aspects of connecting with like-minded individuals, use it to source information about candidates, find the platform convenient, but express some concerns over the reliability of information available. Results of this research are used to recommend strategies for candidates, campaign managers, political social media managers, and political consultants to employ on social media for reaching and positively influencing voters/users.
Copyright
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Creative Commons License
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DOI
10.20429/jamt.2024.110205
Publication Date
12-2024
Recommended Citation
Harrison, K., Thelen, S., and Yoo, B. (2024). Trust and reliability of information sources on facebook for presidential candidates: A study of voter perceptions. Journal of Applied Marketing Theory, 11(2), 65-84. ISSN: 2151-3236.