Invest, engage, and win: Online campaigns and their outcomes in an Israeli election

Though the use of social media for political campaigning has been widely studied,its correlation with electoral success has not received much attention. The currentstudy uses the 2013 Israeli elections to examine the impact of social media oncampaigns as a process. Findings indicate that parties and candidates that investin social media are more likely to achieve social media success, which in turn increasestheir chances of achieving electoral success. Some may dispute the levelof influence of social media; however, study findings suggest that being active inthe digital arena has become a significant element in achieving ballot box success.