Abstract
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.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 337-353 |
| Number of pages | 17 |
| Journal | Journal of Broadcasting and Electronic Media |
| Volume | 62 |
| Issue number | 2 |
| DOIs | |
| State | Published - Apr 3 2018 |
| Externally published | Yes |
Bibliographical note
Publisher Copyright:© 2018 Broadcast Education Association.
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