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Volume 14
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10.3390/computers14040126
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Article

Analyzing Digital Political Campaigning Through Machine Learning: An Exploratory Study for the Italian Campaign for European Union Parliament Election in 2024

by
Paolo Sernani
1,*,
Angela Cossiri
1,
Giovanni Di Cosimo
1 and
Emanuele Frontoni
2
1
Department of Law, University of Macerata, Piaggia dell’Università 2, 62100 Macerata, Italy
2
Department of Political Sciences, Communication and International Relations, University of Macerata, Via Don Minzoni 22/A, 62100 Macerata, Italy
*
Author to whom correspondence should be addressed.
Computers 2025, 14(4), 126; https://doi.org/10.3390/computers14040126
Submission received: 21 February 2025 / Revised: 10 March 2025 / Accepted: 26 March 2025 / Published: 30 March 2025
(This article belongs to the Special Issue Machine Learning and Statistical Learning with Applications 2025)
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Abstract

The rapid digitalization of political campaigns has reshaped electioneering strategies, enabling political entities to leverage social media for targeted outreach. This study investigates the impact of digital political campaigning during the 2024 EU elections using machine learning techniques to analyze social media dynamics. We introduce a novel dataset—Political Popularity Campaign—which comprises social media posts, engagement metrics, and multimedia content from the electoral period. By applying predictive modeling, we estimate key indicators such as post popularity and assess their influence on campaign outcomes. Our findings highlight the significance of micro-targeting practices, the role of algorithmic biases, and the risks associated with disinformation in shaping public opinion. Moreover, this research contributes to the broader discussion on regulating digital campaigning by providing analytical models that can aid policymakers and public authorities in monitoring election compliance and transparency. The study underscores the necessity for robust frameworks to balance the advantages of digital political engagement with the challenges of ensuring fair democratic processes.
Keywords: political analysis; data analytics; machine learning; social media; digital campaigning political analysis; data analytics; machine learning; social media; digital campaigning

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MDPI and ACS Style

Sernani, P.; Cossiri, A.; Di Cosimo, G.; Frontoni, E. Analyzing Digital Political Campaigning Through Machine Learning: An Exploratory Study for the Italian Campaign for European Union Parliament Election in 2024. Computers 2025, 14, 126. https://doi.org/10.3390/computers14040126

AMA Style

Sernani P, Cossiri A, Di Cosimo G, Frontoni E. Analyzing Digital Political Campaigning Through Machine Learning: An Exploratory Study for the Italian Campaign for European Union Parliament Election in 2024. Computers. 2025; 14(4):126. https://doi.org/10.3390/computers14040126

Chicago/Turabian Style

Sernani, Paolo, Angela Cossiri, Giovanni Di Cosimo, and Emanuele Frontoni. 2025. "Analyzing Digital Political Campaigning Through Machine Learning: An Exploratory Study for the Italian Campaign for European Union Parliament Election in 2024" Computers 14, no. 4: 126. https://doi.org/10.3390/computers14040126

APA Style

Sernani, P., Cossiri, A., Di Cosimo, G., & Frontoni, E. (2025). Analyzing Digital Political Campaigning Through Machine Learning: An Exploratory Study for the Italian Campaign for European Union Parliament Election in 2024. Computers, 14(4), 126. https://doi.org/10.3390/computers14040126

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