Social media in managing political advertising : a study of India

• Autorzy: Safiullah M. , Pathak P. , Singh S. , Anshul A.

Identyfikatory

DOI

10.17512/pjms.2016.13.2.12

Warianty tytułu

PL

Media społecznościowe w zarządzaniu reklamą polityczną : studium Indii

• Języki publikacji: EN

Abstrakty

EN

Social Media has become an important tool of opinion formation in this technology driven age and marketing managers have realised its significance. With political arena behaving like a customer driven market, uses of marketing technologies are increasingly being used for competitive advantage. Social Media has proved to a useful tool. Marketing political parties are evident in the recent election in India. The present paper explores the implication of twitter on political marketing by studying the relationship between tweet followers and vote share gained by political parties taking Delhi Assembly elections 2015 as a case in point. The findings suggest that there is a positive correlation between the volume of tweet and vote share.

PL

Media społecznościowe w tej erze napędzanej technologią stały się ważnym narzędziem kształtowania opinii i menedżerowie marketingowi zdali sobie sprawę z jej znaczenia. Z areną polityczną zachowującą się jak rynek napędzany klientem, użytkownicy technologii marketingowych są coraz częściej wykorzystywani do przewagi konkurencyjnej. Media społecznościowe okazały się do tego użytecznym narzędziem. Marketingowe partie polityczne są widoczne w ostatnich wyborach w Indiach. Niniejszy artykuł bada wpływ Twittera na marketing polityczny, badając relacje między osobami obserwującymi twittera i udziałem głosów uzyskanych przez partie polityczne, biorące udział w wyborach Zgromadzenia Delhi w 2015. Wnioski sugerują, że istnieje dodatnia korelacja pomiędzy ilością wysyłanych tweetów a udziałem głosów.

Słowa kluczowe

EN

social media; election campaign; Indian politics; Twitter; election prediction

PL

media społecznościowe; kampania wyborcza; indyjska polityka; Twitter; prognozowanie wyborów

• Wydawca: Czestochowa University of Technology
• Czasopismo: Polish Journal of Management Studies
• Rocznik: 2016
• Tom: Vol. 13, No. 2
• Strony: 121--130
• Opis fizyczny: Bibliogr. 36 poz., tab.

Twórcy

autor

Safiullah M.

• Department of Management Studies, Indian School of Mines, Dhanbad, Jharkhand- 826004, India

autor

Pathak P.

• Department of Management Studies, Indian School of Mines, Dhanbad, Jharkhand- 826004, India

autor

Singh S.

• Department of Management Studies, Indian School of Mines, Dhanbad, Jharkhand- 826004, India

autor

Anshul A.

• Department of Management Studies, Indian School of Mines, Dhanbad, Jharkhand- 826004, India

Bibliografia

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Uwagi

Opracowanie ze środków MNiSW w ramach umowy 812/P-DUN/2016 na działalność upowszechniającą naukę.