This preliminary study investigates the political
endorsement of "internet influencers" in Taiwan during the 2024
Republic of China (ROC) Presidential Election. It aims to explore the tangible
effects these endorsements might have on candidates' online public perception
(or sentiment), and to uncover the primary considerations for influencers when
undertaking such "political endorsement" projects: Is political
conviction paramount, or does commercial interest prevail?
Employing a mixed-methods approach, this
research utilizes both "big data social listening" and "in-depth
interviews." This dual-path methodology, integrating quantitative and
qualitative analyses, provides a comprehensive understanding of the
"influencer industry's" participation logic and values in significant
political events in Taiwan.
The research team observed three representative
influencer endorsement events during the month leading up to the election. We
quantitatively analyzed the changes in online sentiment and engagement
surrounding these events. Simultaneously, we conducted in-depth interviews with
three prominent influencer teams in Taiwan to qualitatively assess the
"commercial-related" and "non-commercial-related"
considerations influencing their decisions to engage in "political
endorsement" projects.
The findings indicate that influencers' or
influencer channels' political endorsements do have a short-term positive
impact on candidates' online engagement, particularly when a candidate's online
presence is low. This suggests a valuable investment for underdog candidates
seeking to boost their momentum. However, this positive effect is constrained
by two main factors: first, whether the candidate themselves possesses
influencer-like qualities, and second, the endorsing influencer's own level of
online engagement. For instance, while mega-influencer Alisasa endorsed Ko
Wen-je, who already commanded a high online presence, the additional boost was
relatively limited. Conversely, Jaw Shaw-kang, who had a lower online presence,
significantly increased his online engagement after a paid collaboration with a
well-known influencer channel.
The in-depth interview results reveal that
influencers' motivations for political endorsements are complex, potentially
involving political ideals, but more often driven by commercial considerations.
Influencers will undertake "political endorsement" projects if they
assess that such actions can yield financial gains and expand their market
reach; otherwise, they will choose to avoid or refrain from taking a stance.
During the 2024 ROC Presidential Election, the severe societal polarization and
antagonism within Taiwan likely led to concerns among influencers that
supporting one side could alienate half of their market. This is very possibly
the primary reason why most Taiwanese influencers chose not to make political
endorsements in the 2024 presidential election.
