The Conditional Effects of Microtargeted Facebook Advertisements on Voter Turnout
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During the 2018 US Midterms, only one set of targeted ads focusing on abortion rights and women's healthcare in a competitive district significantly increased turnout.
“During the 2018 US Midterms elections, Haenschen (2022) ran ads in Texas to examine if the advertisements affect voter turnout.They found that only one set of targeted ads focusing on abortion rights and women's healthcare in a competitive district was shown to significantly increase turnout.”
From Pink slime journalism on Facebook: advertisement trends and political influence (2019–2024) (2026) · cites this paper as Haenschen 2022
Cites
A 61-million-person experiment in social influence and political mobilization
Bond, R. M., Fariss, C. J., Jones, J. J., Kramer, A. D. I., Marlow, C., Settle, J. E., & Fowler, J. H. (2012) · Nature · doi:10.1038/nature11421 · Cited by 2,575 · see citing works
Kreiss, D., & MCGREGOR, S. C. (2018) · Political Communication · doi:10.1080/10584609.2017.1364814 · Cited by 398 · see citing works
Discrimination through Optimization
Ali, M., Sapiezynski, P., Bogen, M., Korolova, A., Mislove, A., & Rieke, A. (2019) · Proceedings of the ACM on Human-Computer Interaction · doi:10.1145/3359301 · Cited by 268 · cited 4× · see citing works
“This exposure was likely not uniform itself, since Facebook "preferentially exposes users to political advertising that it believes is relevant to them" (Ali et al., 2019b, p. 1); this skew also occurs for race and gender (Ali et al., 2019a).”
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The persuasive effects of political microtargeting in the age of generative artificial intelligence
Simchon, A., Edwards, M., & Lewandowsky, S. (2024) · PNAS Nexus · doi:10.1093/pnasnexus/pgae035 · Cited by 143 · see citing works
Pink slime journalism on Facebook: advertisement trends and political influence (2019–2024)
Lepird, C. S., Ng, L. H. X., & Carley, K. M. (2026) · Computational and Mathematical Organization Theory · doi:10.1007/s10588-026-09419-7
- Authors
- Haenschen, K.
- Affiliations
- Northeastern University (US)
- Corresponding author
- Haenschen, Katherine
- ORCID
- Haenschen, Katherine
- Venue
- Political Behavior
- Published
- 2022-03-08
- Volume
- 45
- Issue
- 4
- Pages
- 1661-1681
- ISSN
- 0190-9320 (ISSN-L)
- 1573-6687
- OpenAlex
- W4220912864
- Cited by
- 45
- References
- 3
- Citations by year
- 2026: 12 · 2025: 11 · 2024: 13 · 2023: 6 · 2022: 2 · 2021: 1
- FWCI
- 10.62
- Type
- journal article
- Language
- en
- Open access
- closed
- Licence
- Locations
- Political Behavior (publishedVersion)
- Topics
- Social Sciences › Communication › Social Media and Politics
- Social Sciences › Political Science and International Relations › Electoral Systems and Political Participation
- Social Sciences › Sociology and Political Science › Media Influence and Politics
- Keywords
- Facebook advertising, microtargeting, voter turnout, 2018 midterm elections, abortion rights, women's healthcare, electoral context, women voters, political campaigns
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