Social Media Has the Potential to Influence Undecided Voters

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Summary

How do information sources shape voters’ political views in our increasingly polarized society? New research compares the effects of mainstream media and social media on U.S. consumers who vote Democrat, Republican or identify as undecided. The findings point to the powerful potential influences of social media, especially on undecided voters, such as in determining the outcome of presidential elections. The study also suggests political marketing strategies to influence potential voters.

Authors’ bios:

Anil Mathur (anil.mathur@hofstra.edu) is Brodlieb Distinguished Professor of Business and chairperson of the marketing and international business department at the Frank G. Zarb School of Business, Hofstra University, in Hempstead, New York. His research focuses on consumer behavior, research methodology and neuromarketing. In addition to publishing in various journals, Mathur is coauthor (with George P. Moschis) of Baby Boomers and Their Parents: Surprising Findings about Their Lifestyles and Well-Being (Paramount Publishing, 2007), among other books.

George P. Moschis (gmoschis@gsu.edu) is a professor of management at Mahidol University, Bangkok, Thailand. He recently retired from Georgia State University, where he had begun this research. In addition to his academic scholarship, he has consulted for major corporations and has served as an expert witness on high-profile litigation cases.