I like, I share, I vote: Mapping the dynamic system of political marketing
利用超过2亿条社交媒体帖子、媒体报道、广告数据和民调结果，研究了候选人、选民、媒体和数字平台之间的动态互动，发现虚假信息在讨论和民调中起关键作用，为竞选经理、媒体和政策制定者提供应对策略。
This study examines the dynamic relationships between actions from the multiple stakeholders in political marketing. Using over 200 million social media posts, media coverage, advertising data, and poll results, we map a highly dynamic and interconnected system involving candidates, voters, media, and digital platforms. Our results highlight feedback effects even more intense than in comparable systems of traditional marketing. Our empirical findings show that beside the candidates’ own marketing efforts, on- and offline-chatter significantly influences candidate actions, media narratives, and voter behavior, with disinformation playing a critical role in discussions and polls. Traditional media amplifies online conversations and disinformation, further influencing political support. Our results provide campaign managers with insights into how to navigate this dynamic system and how to handle disinformation and poll ambiguity. We further provide guidelines for media professionals, and policymakers to navigate and regulate this complex dynamic system.