Referendums campaigns are important and earlier research closely
analysed their general functioning, effects on turnout, and the
importance of media and information for voting behaviour.
However, the role of referendum campaigns as such (with all its
components) in shaping voting behaviour was widely neglected.
This article seeks to partially fill this gap in the literature and
argues that referendum campaign is an important predictor of the
voting decision as long as people perceive it as informative and
follow it. We investigate this effect in the context of three
referendums organized in 2015–2016 in Bulgaria, Poland and
Slovakia. The results indicate that these two variables explain the
decision of citizens to support referendums across different
settings. Their effects are consistent and significantly stronger
than alternative explanations employed in the literature such as
the limited effect of campaigns, second-order elections, partisan
cues or amount of information received.