Online campaigning raises provocative questions about whether modern-day electioneering is becoming a more participatory and grass-roots affair, and whether use of digital tools can actually affect the outcome of a race? This article provides an overview of some of the key debates and findings that have emerged in relation to these and other questions posed in the literature. Specifically, we review studies of the supply side of online campaigns – who is adopting the new digital tools and how are they being used? We also look at the demand side of the process and profile arguments made for voter impact.
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