#12362. Explaining digital campaign expenses: The case of the 20XX legislative elections in Colombia

August 2026publication date
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Journal’s subject area:
Sociology and Political Science;
Public Administration;
Computer Science (all);
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Abstract:
This paper analyses the investment in digital tools and the allocation of communication expenses in a Global South country with an uneven digital penetration rate. Data were collected for 2,563 candidates in the legislative election in Colombia, based on the official campaign finance disclosure documents. A multivariate analysis shows that challengers invest in social media tools, which is a strong indication in favor of the equalization model. That such an effect is not found for radio and television expenses confirms this interpretation. Candidates on open lists are more inclined to spend on both digital and radio and television tools than candidates on closed lists. At the district level, the odds of spending on digital media increase with the digital media use, but so does the odds of spending on radio and television ads.
Keywords:
campaign expenses; Digital campaigning; equalization; normalization

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