This study examines how candidates in 2016 Taiwan legislative elections used
Facebook groups to campaign. More specific research questions include: who adopt
Facebook groups to campaign? How did they use them? How elections’ features
moderate the adoption and usage? What kind of networks are formed between the
candidates and his FB followers? How the structural characteristics influenced the
election outcomes? Particular, using hierarchical multiple regressions, models are
built in five steps to find how candidates’ personal characteristics, the elections’
features, the Facebook usage of distributing, collecting and mediating campaign
messages, and the structural characteristics of Facebook groups influenced the
election outcomes, respectively.