Paid Digital Campaigning During the 2018 Local Elections in Flanders : Which Candidates Jumped on the Bandwagon?

Paid Digital Campaigning During the 2018 Local Elections in Flanders

This research note investigates the role of paid digital campaigning in the 2018 local elections in Flanders. We make use of the official declarations which candidates are legally required to submit. In these declarations, candidates indicate whether and how much they invested in online campaigning tools during the four months preceding the elections. We collected data on a sample of 3,588 individual candidates running in the 30 municipalities of the Leuven Arrondissement. A multilevel logistic regression model shows that the odds of spending on digital campaigning increases among incumbent aldermen and local councillors. The latter finding supports the normalization thesis of digital campaigning. The results also show that scale is important – the more potential voters a candidate has, the higher the odds that the candidate invests in digital tools.