Dommett, K. orcid.org/0000-0003-0624-6610, Mensah, S.A. orcid.org/0000-0003-0779-5574, Zhu, J. orcid.org/0000-0002-2869-824X et al. (2 more authors) (2023) Is there a permanent campaign for online political advertising? Investigating partisan and non-party campaign activity in the UK between 2018–2021. Journal of Political Marketing. ISSN 1537-7857
Abstract
Permanent campaigning has been widely examined in electoral scholarship. However, few studies have looked at paid online political advertising or compared the degree to which different types of actor engage in permanent campaigns. To fill these gaps, we present an in-depth study of online political advertising within the UK to provide new insight into the dynamics of the permanent campaign. Analyzing data from the Facebook advertising archive between 2018 and 2021, we reveal how Facebook advertising is utilized by parties, party leaders and nonparty campaign groups during electoral and non-electoral periods. We find that parties, political leaders and satellite campaign groups focus their activity primarily on general election periods and often invest little outside these periods. In contrast, nonpartizan campaign groups utilize advertising more evenly in electoral and non-electoral periods. Our findings raise questions about the extent to which online political advertising is used for permanent campaigning by different groups.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2023 The Author(s). This is an Open Access article distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. |
Keywords: | Permanent campaigning; online political advertising; computational social science; Facebook; United Kingdom |
Dates: |
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Institution: | The University of Sheffield |
Academic Units: | The University of Sheffield > Faculty of Social Sciences (Sheffield) > Department of Politics and International Relations (Sheffield) The University of Sheffield > Faculty of Science (Sheffield) > Department of Psychology (Sheffield) The University of Sheffield > Faculty of Engineering (Sheffield) > Department of Computer Science (Sheffield) |
Depositing User: | Symplectic Sheffield |
Date Deposited: | 09 Jun 2023 08:07 |
Last Modified: | 09 Jun 2023 08:51 |
Status: | Published online |
Publisher: | Informa UK Limited |
Refereed: | Yes |
Identification Number: | 10.1080/15377857.2023.2175102 |
Related URLs: | |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:199557 |