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Persuasive Media Information and Voting Behavior Demographics as Moderators of Online Effects

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dc.contributor.author Serban, Simona
dc.contributor.author Yu, Yanmin
dc.contributor.author Al-Azdee, Mohammed
dc.date.accessioned 2015-03-24T14:13:49Z
dc.date.available 2015-03-24T14:13:49Z
dc.date.issued 2015-03-27
dc.identifier.uri https://scholarworks.bridgeport.edu/xmlui/handle/123456789/1075
dc.description.abstract This study aims at determining if online information may affect, in a meaningful way, the voting decisions of media audience. Three regression models were built to establish the level to which online channels of communication can create a significant impact on the behavioral decisions of the audience responding to electoral campaigns. All three models are with moderated effect. The goal of this research is to examine how such demographics as age, income, and level of education are more likely to moderate the ways online persuasive media information is being consumed by target voters. By analyzing these moderated relationships the applicability of a communication theory, the Elaboration Likelihood Model (ELM), which focuses on the way persuasive communication is consumed, is actually being tested in the context of electoral campaigns. en_US
dc.language.iso en_US en_US
dc.subject Voting en_US
dc.subject Media en_US
dc.subject Internet en_US
dc.title Persuasive Media Information and Voting Behavior Demographics as Moderators of Online Effects en_US
dc.type Presentation en_US
dc.institute.department College of Public and International Affairs en_US
dc.institute.name University of Bridgeport en_US
dc.event.location Bridgeport, CT en_US
dc.event.name Faculty Research Day en_US

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