Two crates of beer and 40 pizzas: the adoption of innovative political behavioural targeting techniques

Tom Dobber, Damian Trilling, Natali Helberger and Claes H. de Vreese

Internet Policy Review: Journal on Internet Regulation, 2017, vol. 6, issue 4, 1-25

Abstract: Political campaigns increasingly use data to (micro)target voters with tailored messages. In doing so, campaigns raise concerns about privacy and the quality of the public discourse. Extending existing research to a European context, we propose and test a model for understanding how different contextual factors hinder or facilitate data-driven capabilities of campaigns. We applied the model during the 2017 national election campaign in the Netherlands. The results show how data-driven targeting techniques are not only useful in a first-past-the-post system, but also in a proportional representation system, which at first sight seems to be less suitable for such techniques.

Keywords: Political behavourial targeting; Campaigns; Microtargeting; Innovation (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:zbw:iprjir:214050

DOI: 10.14763/2017.4.777

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