| Abstract | What is the impact of celebrity activism in favor of political candidates on election outcomes? This study investigated this question through a survey experiment that interviewed young individuals, between the ages of 18-29, to quantify the impact that celebrity activism had on their views of political candidates. A control group and a test group were given information about a Senate election, and were asked which candidate they would vote for, their confidence in the vote, and their overall favorability of each candidate. Additionally, the test group was given a statement in favor of one candidate and against another, from a celebrity. The data indicated an increase in support in both vote and favorability for the candidate which received a celebrity endorsement. Moreover, the candidate who received negative feedback in celebrity statements showed decreased overall favorability among responses. Thus, this study adds to the theoretical framework that indicates that young individuals, between the ages of 18-29, are significantly impacted by celebrity activism in favor and against an endorsed candidate. |
