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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.
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10.1177/08944393241249708
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Citizens' Acceptance of Data-Driven Political Campaigning: A 25-Country Cross-National Vignette Study
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Zeitschriftenartikel
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In: Social Science Computer Review, 42, 2024, 5, 1101-1119
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