ABSTRACT

The effects of microtargeted digital advertisements intended to mobilize voters have the unique potential to spread within households through the sharing of devices. We conduct an analysis of cohabitants of individuals randomly assigned to receive microtargeted mobilization ads during a municipal election. Results show that digital ads generate a spillover effect, though the effect is moderated by district competitiveness. This contagion can occur whether the original subjects are mobilized or not, though there is a strong association between ads that mobilize their intended target and spread within the household. To explain these results, we advance a distinction between technological and social spillover, with the former grounded in the affordances of the medium of mobilization, and argue that our results are suggestive of both phenomena.

摘要

旨在动员选民的微目标数字广告的效果具有通过共享设备在家庭中传播的独特潜力。我们对在市政选举期间随机分配接收微观目标动员广告的个人的同居者进行分析。结果表明，数字广告会产生溢出效应，尽管这种效应会受到地区竞争力的影响。无论是否动员了原始对象，这种传播都可能发生，尽管动员其预期目标并在家庭中传播的广告之间存在很强的关联。为了解释这些结果，我们对技术和社会溢出进行了区分，前者基于动员媒介的提供，并认为我们的结果暗示了这两种现象。