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Articles

Young Voters' Trust of Information and Media Sources: The 2008 U.S. Presidential Election

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Pages 246-264 | Published online: 15 Nov 2012
 

Abstract

The primary objective of this research study was to explore young voters’ (i.e., those 18 to 34 years of age) trust of information media sources within the context of the 2008 U.S. presidential election. In particular, we wished to examine the following trust-specific relationships: (1) young voters’ preexisting or inherent trust of political officeholders and candidates; (2) young voters’ trust of online social media networks as a source of information that may influence a young voters’ decision as to whom to vote for; (3) a comparison of young voters’ inherent trust of political officeholders and candidates, and their trust of social media participation as a source of information with respect to whom to vote for (i.e., a comparison of points 1 and 2, above); and (4) a comparison of young voters’ specific trust of different information media options, when it comes to deciding who to vote for in the 2008 U.S. presidential election. Finally, our research introduces a new measure (the Influence of Social Networking Scale), which possesses good psychometric properties. The measure was designed to indicate whether respondents feel that other participants communicating on social networks would provide them with useful and trustworthy information about political candidates. This is a trust scale with respect to voters’ political-related social networking.

Notes

Note. The survey employed a Likert-type format anchored by “agree” (1) and “disagree” (5).

Note. Significant differences were found between each paired group at the p = .001 level with the exception of political sources and new media, where a significance value of p = .081 exists.

*A smaller number, mean value, indicates a greater amount of trust of a source(s) of influence.

Additional information

Notes on contributors

Elaine Sherman

Elaine Sherman (PhD – City University of New York) is a professor of marketing and international business at Hofstra University. She has published articles in a variety of journals including the Journal of Marketing Science, Journal of Retailing, Journal of Marketing Research, Journal of Political Marketing, Journal of Business Research, and the European Journal of Marketing. Dr. Sherman's research interests include young and elderly voters, political trust, cross cultural consumers and new media.

Leon G. Schiffman

Leon G. Schiffman (PhD – City University of New York) is a professor of marketing and the J. Donald Kennedy Endowed Chair in E-Commerce at St. John's University. Dr. Schiffman has published articles in the Journal of Marketing, Journal of Marketing Research, Journal of Political Marketing, Journal of Advertising Research, Journal of Business Research, and the European Journal of Marketing, among others. Dr. Schiffman's research interests include young and elderly voters.

Shawn T. Thelen

Shawn T. Thelen (PhD – Old Dominion University) is an associate professor of marketing & international business at Hofstra University. Dr. Thelen has published articles in the Journal of the Academy of Marketing Science, Journal of Business Research, Journal of Political Marketing, European Journal of Marketing, Journal of International Marketing, Industrial Marketing Management, and Business Horizons. Dr. Thelen's research interests include trust in politics, cross-cultural services, and marketing in transitional economies.

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