Does Political Advertising Lead to Online Information Seeking. Real-World Test Using Google Search Data

Elizabeth Housholder, Brendan R. Watson, Susan LoRusso

Research output: Contribution to journalArticlepeer-review

1 Scopus citations

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 languageEnglish (US)
Pages (from-to)337-353
Number of pages17
JournalJournal of Broadcasting and Electronic Media
Volume62
Issue number2
DOIs
StatePublished - Apr 3 2018

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