The Impact of Multimedia Technology on Candidate Website Visitors

Title:
The Impact of Multimedia Technology on Candidate Website Visitors
Authors:
Parkin, Michael
Abstract:
Candidate websites have become a standard part of contemporary campaigns, yet researchers and practitioners know little about how their design affects voters. This article investigates how the decision to present information with multimedia (i.e., audio and=or video) influences the evaluations and vote intentions of candidate website visitors. Results from an experiment show that using multimedia had a modest net benefit resulting from conditional reactions based on participants’ party identification and political interest— the candidate’s partisan supporters reacted positively while nonsupporters, particularly those with limited political interest, were less impressed. These findings provide some initial empirical evidence of the impact that multimedia can have on candidate website visitors.
Citation:
Parkin, Michael. 2012. “The Impact of Multimedia Technology on Candidate Website Visitors.” Journal of Political Marketing 11(3): 143-164.
Publisher:
Taylor & Francis
DATE ISSUED:
2012
Department:
Politics
Type:
article
PUBLISHED VERSION:
10.1080/15377857.2012.699414
PERMANENT LINK:
http://hdl.handle.net/11282/309659

Full metadata record

DC FieldValue Language
dc.contributor.authorParkin, Michaelen_US
dc.date.accessioned2013-12-23T16:14:25Z-
dc.date.available2013-12-23T16:14:25Z-
dc.date.issued2012en
dc.identifier.citationParkin, Michael. 2012. “The Impact of Multimedia Technology on Candidate Website Visitors.” Journal of Political Marketing 11(3): 143-164.en_US
dc.identifier.issn1537-7857en_US
dc.identifier.urihttp://hdl.handle.net/11282/309659-
dc.description.abstractCandidate websites have become a standard part of contemporary campaigns, yet researchers and practitioners know little about how their design affects voters. This article investigates how the decision to present information with multimedia (i.e., audio and=or video) influences the evaluations and vote intentions of candidate website visitors. Results from an experiment show that using multimedia had a modest net benefit resulting from conditional reactions based on participants’ party identification and political interest— the candidate’s partisan supporters reacted positively while nonsupporters, particularly those with limited political interest, were less impressed. These findings provide some initial empirical evidence of the impact that multimedia can have on candidate website visitors.en_US
dc.language.isoen_USen_US
dc.publisherTaylor & Francisen_US
dc.identifier.doi10.1080/15377857.2012.699414-
dc.subject.departmentPoliticsen_US
dc.titleThe Impact of Multimedia Technology on Candidate Website Visitorsen_US
dc.typearticleen_US
dc.identifier.journalJournal of Political Marketingen_US
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