TY - JOUR
T1 - Does Political Advertising Lead to Online Information Seeking. Real-World Test Using Google Search Data
AU - Housholder, Elizabeth
AU - Watson, Brendan R
AU - LoRusso, Susan
N1 - Publisher Copyright:
© 2018 Broadcast Education Association.
PY - 2018/4/3
Y1 - 2018/4/3
N2 - Though the political advertising literature has documented the effects of political advertising on political attitudes and voting behavior, less attention has been paid to the role of political advertising in stimulating information search. This study seeks to examine the impact of political advertising on real world information seeking using CMAG data from the Wisconsin Ad Project combined with Google Trends search data. Results suggest that increased advertising volume is associated with increased online information seeking. Additionally, this study tests the feasibility of using Google Trends search data a. proxy measure of political information seeking.
AB - Though the political advertising literature has documented the effects of political advertising on political attitudes and voting behavior, less attention has been paid to the role of political advertising in stimulating information search. This study seeks to examine the impact of political advertising on real world information seeking using CMAG data from the Wisconsin Ad Project combined with Google Trends search data. Results suggest that increased advertising volume is associated with increased online information seeking. Additionally, this study tests the feasibility of using Google Trends search data a. proxy measure of political information seeking.
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U2 - 10.1080/08838151.2018.1451854
DO - 10.1080/08838151.2018.1451854
M3 - Article
AN - SCOPUS:85046549915
SN - 0883-8151
VL - 62
SP - 337
EP - 353
JO - Journal of Broadcasting and Electronic Media
JF - Journal of Broadcasting and Electronic Media
IS - 2
ER -