Journal abstract
In the digital age, the Internet is an important factor in the emergence and success of political parties and social movements. Despite growing evidence that extremists of all stripes use the virtual world for their purposes, research on this topic still lacks a wide array of empirical data, case studies, and theoretical background. In particular, Facebook, as the most important social networking site, is a new tool for political parties and movements to mobilize followers. The article explores how the extreme-right party Jobbik uses this tool more successfully than other Hungarian parties or Western European extreme-right parties. Comparing the growth in followers highlights this success, and a look at how it generates likes helps to explain it. The article argues that Jobbik uses Facebook in a sophisticated way and suggests that this “likable” attitude helps to attract young and first-time voters.