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Mass Political Information on Social Media: Facebook Ads, Electorate Saturation, and Electoral Accountability in Mexico

Leveraging the increasingly widespread use of social media, researchers conducted a large-scale randomized evaluation to test the direct and indirect impact on electoral accountability of a nonpartisan information campaign delivered via Facebook ads during the 2018 Mexican municipal elections. Incumbent parties with negligible corruption levels saw their vote share increase by 6-7 percentage points in localities targeted by the Facebook ads.