Citizens’ acceptance of data-driven political campaigning: A 25-country cross-national vignette study

Rens Vliegenthart, Jade Vrielink, Kate Dommett, Rachel Gibson , Esmeralda Bon, Xiaotong Chu, Claes de Vreese, Sophie Lecheler, Jörg Matthes, Sophie Minihold, Lukas Otto, Marlis Stubenvoll, Sanne Kruikemeier

Veröffentlichungen: Beitrag in FachzeitschriftArtikelPeer Reviewed


This paper investigates how the acceptance of data-driven political campaigning depends on four different message characteristics. A vignette study was conducted in 25 countries with a total of 14,390 respondents who all evaluated multiple descriptions of political advertisements. Relying on multi-level models, we find that in particular the source and the issue of the message matters. Messages that are sent by a party the respondent likes and deal with a political issue the respondent considers important are rated more acceptable. Furthermore, targeting based on general characteristics instead of individual ones is considered more acceptable, as is a general call to participate in the upcoming elections instead of a specific call to vote for a certain party. Effects differ across regulatory contexts, with the negative impact of both individual targeting and a specific call to vote for a certain party being in countries that have higher levels of legislative regulation.

FachzeitschriftSocial Science Computer Review
PublikationsstatusElektronische Veröffentlichung vor Drucklegung - 30 Apr. 2024

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