Mobilizing for Democracy Under Authoritarianism: The Power of Social Media Campaigns

Pro-democratic organizations in electoral authoritarian regimes face legal and financial barriers that limit public engagement. Can social media campaigns, powered by paid advertisements, help mobilize volunteers for democratic causes? This study explores this question through an online field experiment in Turkey, a key case of modern authoritarianism. In partnership with a major Turkish NGO, we conducted a two-week paid social media campaign leading up to the 2023 general election. Using a randomized design, we tested the impact of targeted ads on recruiting election monitors. The intervention increased volunteer sign-ups by 27\% and reduced the share of districts with no volunteer sign-ups by 19\% in treated districts. Treatment effects were strongest in opposition-leaning and economically disadvantaged areas. These findings highlight social media campaigns as a scalable, cost-effective tool for civic engagement under repression. The study advances research on democracy promotion, civic education, and the role of technology in political mobilization.