The Effectiveness of Digital Political Communication in Influencing Voter Behavior

Baltezarević, Radoslav (2026) The Effectiveness of Digital Political Communication in Influencing Voter Behavior. In: International Scientific Conference "It's About People 2024-2025": Project Management, Strategic Communication Management, Web and Information Technologies. Alma Mater Press, Maribor, pp. 125-135. ISBN 978-961-7183-86-3

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Abstract

The development of digital technologies has changed and improved the methods of political communication. Today, digital political communication has become a powerful weapon of politicians and their parties in political campaigns, which can ensure the desired outcome in political elections. Communication in a digital environment can more effectively influence the building of desired attitudes among voters and additionally motivate them to spread positive electronic word of mouth (eWOM) to other Internet users in order to directly encourage the formation of positive political opinion towards a specific political candidate and/or party. However, digital political content published on social media must be properly and intelligently developed and regularly altered in order to improve communication with voters and have a more comprehensive impact on the ultimate results of political elections. In recent years, political marketing professionals have employed credible political influencers in social media (primarily experts in this field) to influence voter attitudes and, as a result, affect the creation of desired positive political perceptions.

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