The impact of online negative political advertising sponsorship on candidate vote preference
Cameron, Kristen Ellen
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Using a posttest-only randomized experimental design with two controls (n=465), this study examines the relationship between issue-based online negative political advertising sponsorship and vote preference. Results indicate that sponsorship of an online negative political advertisement by the challenger’s campaign has a positive impact on vote preference in favor of the challenger. This relationship is mediated by the trustworthiness dimension of sponsor credibility, and further strengthened by additional dependent variables acting as covariates.