Abstract
AbstractThe growth of parties' web‐based activities over the last decade has led to a more sophisticated use of websites, and Web campaigns are increasingly embedded in a general political marketing strategy. This study investigates the extent to which political parties use the Internet to attract different target groups of voters. The online audience can be seen as one mass or as carefully defined target segments, for example relating to party affiliation, age or gender. The paper analyzes the occurrence of online targeting on political parties websites during the most recent Austrian and German National Elections (2008/2009). Comparison within and between countries reveals similarities between parties that are more striking than differences at a general level, but it also identifies that catch‐all parties and client parties apply different targeting patterns. Client parties address the general public just as much as different target groups, whereas catch‐all parties tailor their websites to a greater extent to specific target segments.
Published Version
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