Abstract
• Candidates adopted online media services in a consistent order (range: easy-difficult to operate); • MCA and Mokken analysis are useful scaling techniques to measure adoption of technology; • Individual and contextual characteristics both explain adoption of online media services; • Candidates on the PR list adopted more online media services than those in districts; • Incumbent candidates adopted more online media than new and former candidates; • Younger candidates adopt more online media for campaigning than older candidates. • In densely populated areas, candidates adopted more online media services for campaigning.
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