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Facebook comments about politicians impact voters

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"A social media campaign is practically obligatory for candidates today, and the key to social media is that it's interactive; it is not one-way like traditional political advertising," said one of the researchers Paul Brewer, professor at University of Delaware.

"We wanted to test this interactivity between the candidate and citizens," Brewer noted. The influence of comments were seen even though the research participants were not Facebook friends or even acquaintances of the commenters.

In fact, in the research the commenters -- like the candidate himself -- did not even exist. The research team created a Facebook page for a fictitious candidate using general and non-partisan 'information' about him.


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