Service-learning students research social media ads
Last fall students in Dr. Brian Calfano’s American Political Behavior and American Democracy and Citizenship classes created, produced and implemented their own research experiment involving social media advertisements.
The Click to Count experiment assessed whether people would click on social media ads for locally-targeted, non-partisan election information and if an endorsement from the League of Women Volunteers influenced the decision to receive that information.
Prior to the November elections, people who clicked on the Facebook ad were directed to a “Your Vote Counts” page and asked to click for Greene County election information. The visitors were then assigned to one of two conditions: the Click to Count logo with just a Web promo or both the Click to Count and League of Women Voters logos.
The students found that participants were five times more likely to click and watch the video when the League of Women Voters logo was included.
Aaron Kruse, a global studies graduate student who worked extensively with Calfano on the project, shares more in the video below:
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