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Northeastern researchers looked at 2016 and 2020 presidential elections.
They found word-of-mouth chatter "significantly influences candidate actions, media narratives and voter behavior" The researchers also found that disinformation played a central role in shaping discourse and polling.
The research was published in the Journal of Business Research this week .
More information: Raoul V. Kübler et al, I like, I share, I vote: Mapping the dynamic system of political marketing, Journal of Business Research ( 2024 ). DOI: 10.1016 / j.jbusres.2024.115014 Journal information: Journal of Business Research Provided by Northeastern University This story is republished courtesy of Northeastern Global News news.northeastern.edu..
VR Score
94
Informative language
96
Neutral language
49
Article tone
semi-formal
Language
English
Language complexity
70
Offensive language
not offensive
Hate speech
not hateful
Attention-grabbing headline
not detected
Known propaganda techniques
not detected
Time-value
medium-lived
External references
9
Source diversity
9
Affiliate links
no affiliate links