Purpose

This study examines the effect of social media marketing on voting intention applying a combination of fuzzy logic methodology and a multidimensional panel data model.

Design/methodology/approach

The study adopts a multidimensional panel data method that includes several fixed effects. The dependent variable is a multifaceted construct that measures the participants’ intention to vote. The independent variables are electronic word of mouth (eWOM), customisation (CUS), entertainment (ENT), interaction (INT), trendiness (TRD), candidate’s perceived image (CPI), religious beliefs (RB), gender and age. The grouping variables that signify fixed effects are employment status, level of education, mostly used social media and religion. First, the significance of said fixed effects was tested through an ANOVA process. Then, the main model was estimated, including the significant grouping variables as fixed effects.

Findings

Employment status and level of education were significant fixed effects. Also, eWOM, ENT, INT, CPI, RB and gender significantly affected participants’ voting intention.

Research limitations/implications

Being based on a questionnaire that asked participants about how they perceive different aspects of social media, the present study is limited to their perceptions. Therefore, further studies covering the voters’ behaviour in action could be efficient complements to the present study.

Practical implications

The findings could guide the political parties into prioritizing the aspects of social media in forming an effective campaign resulting in being elected.

Social implications

The findings have the potential to help the public in making better informed decisions when voting. Furthermore, the results of this study indicate applications for social media which are beyond leisure time fillers.

Originality/value

Fuzzy logic and multidimensional panel data estimates are this study’s novelty and originality. Structural equation modelling and crisp linguistic values have been used in previous studies on social media’s effect on voting intent. The former refines the data gathered from a questionnaire, and the latter considers the possibility of including different grouping factors to achieve a more efficient and less biased estimation.

中文翻译：

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社交媒体营销对投票意愿的影响；多维面板数据的应用

目的

本研究结合模糊逻辑方法和多维面板数据模型，研究了社交媒体营销对投票意向的影响。

设计/方法论/途径

该研究采用包含多个固定效应的多维面板数据方法。因变量是一个多方面的结构，用于衡量参与者的投票意图。自变量是电子口碑（eWOM）、定制（CUS）、娱乐（ENT）、互动（INT）、时尚（TRD）、候选人感知形象（CPI）、宗教信仰（RB）、性别和年龄。表示固定效应的分组变量是就业状况、教育水平、主要使用的社交媒体和宗教。首先，通过方差分析过程测试了所述固定效应的显着性。然后，估计主要模型，包括作为固定效应的显着分组变量。

发现

就业状况和教育水平存在显着的固定效应。此外，eWOM、ENT、INT、CPI、RB 和性别显着影响参与者的投票意向。

研究局限性/影响

由于调查问卷询问参与者如何看待社交媒体的不同方面，本研究仅限于他们的看法。因此，涵盖选民实际行为的进一步研究可能是对本研究的有效补充。

实际影响

研究结果可以指导政党优先考虑社交媒体的各个方面，以形成有效的竞选活动并最终当选。

社会影响

研究结果有可能帮助公众在投票时做出更明智的决定。此外，这项研究的结果表明社交媒体的应用超出了休闲时间的填充范围。

原创性/价值

模糊逻辑和多维面板数据估计是本研究的新颖性和独创性。之前关于社交媒体对投票意图影响的研究中已经使用了结构方程模型和清晰的语言值。前者精炼从调查问卷中收集的数据，后者考虑包括不同分组因素以实现更有效和更少偏差的估计的可能性。