Post shared, vote shared. Investigating the link between Facebook performance and electoral success during the Hungarian general election campaign of 2014

Bene, Márton (2018) Post shared, vote shared. Investigating the link between Facebook performance and electoral success during the Hungarian general election campaign of 2014. JOURNALISM & MASS COMMUNICATION QUARTERLY, 95 (2). pp. 363-380. ISSN 1077-6990

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Abstract

This study investigates how candidates’ Facebook performance, measured by the number of average shares, likes and comments per post, affects the personal vote they gained during the Hungarian general election campaign of 2014. The database contains three of the most voted-for candidates owning Facebook pages from all single-member districts. The results show that the average number of shares on candidates’ Facebook pages is positively associated with electoral outcome after controlling for, inter alia, the vote share of their respective party on list in the districts, while the numbers of likes and comments are not significantly related to the dependent variable.

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