Political advertising effectiveness in war-time Syria

Journal article

Mahmoud, A.B., Grigoriou, N., Reisel, W. and Fuxman, L. (2019). Political advertising effectiveness in war-time Syria. Media, War & Conflict. 13 (4), pp. 375-398. https://doi.org/10.1177/1750635219841356
AuthorsMahmoud, A.B., Grigoriou, N., Reisel, W. and Fuxman, L.
Abstract

This study addresses the effectiveness of political advertising in an extreme context, during war-time. A self-administered cross-sectional survey was used to collect data during the 2016 parliamentary elections in Syria. Structural equation modelling was utilized to test the hypothetical model and its invariance related to political involvement. The results indicated that beliefs are a four-dimensional structure consisting of information, veracity, sarcasm, and cynicism. Furthermore, war-time perceptions were found to negatively affect attitude towards political advertising via sarcasm among less politically involved voters. Negative attitude was found to be linked to lower levels of veracity among such voters and to higher levels of cynicism for those who are highly involved in politics. Negative attitudes regarding political advertising were found for lowering the chances for watching advertisements, for supporting a candidate, and for willingness to vote. The results also revealed that paying attention to political advertising does not relate to voters’ intention to vote. This study is the first of its kind to empirically validate a conceptual model predicting voters’ turnout behaviour based on voters’ war-time perceptions, beliefs and attitudes regarding political advertising in an authoritarian setting. In addition, this study investigates whether the effects of the proposed model may be moderated by voters’ political involvement.

KeywordsCivil war; voting behaviour; political marketing communications; attitudes; Arab uprisings; Syria; extreme contex; extreme-context perception; wartime perception; dictatorships; democracy; war; structural equation modelling; wartime
Year2019
JournalMedia, War & Conflict
Journal citation13 (4), pp. 375-398
PublisherSage
ISSN1750-6360
Digital Object Identifier (DOI)https://doi.org/10.1177/1750635219841356
Web address (URL)https://journals.sagepub.com/doi/10.1177/1750635219841356
Publication dates
Print23 Apr 2019
Publication process dates
Accepted2019
Deposited12 Oct 2023
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