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Social media in managing political advertising : a study of India

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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.
Rocznik
Strony
121--130
Opis fizyczny
Bibliogr. 36 poz., tab.
Twórcy
autor
  • Department of Management Studies, Indian School of Mines, Dhanbad, Jharkhand- 826004, India
autor
  • Department of Management Studies, Indian School of Mines, Dhanbad, Jharkhand- 826004, India
autor
  • Department of Management Studies, Indian School of Mines, Dhanbad, Jharkhand- 826004, India
autor
  • Department of Management Studies, Indian School of Mines, Dhanbad, Jharkhand- 826004, India
Bibliografia
  • 1. Assembly elections to be held on Feb 7 in Delhi, counting on Feb 10: EC, (2015, January 12), Retrieved October 16, 2015, from http://www.abplive.in/india/2015/01/12/article474358.ece/Assembly-elections-to-be-held-on-Feb-7-in-Delhi-counting-on-Feb-10-EC Association, 2011.
  • 2. Burnap P., Gibson R., Sloan L., Southern R., Williams M., 2015, 140 Characters to Victory? Using Twitter to Predict the UK 2015 General Election, arXiv preprint arXiv:1505.01511.
  • 3. Cameron M.P., Barrett P., Stewardson B., 2014, Can Social Media Predict Election Results? Evidence from New Zealand, “Journal of Political Marketing”, (just-accepted).
  • 4. Conitzer V., 2012, Should social network structure be taken into account in elections? “Mathematical Social Sciences”, 64(1).
  • 5. Curtis L., Edwards C., Fraser K.L., Gudelsky S., Holmquist J., Thornton K., Sweetser K.D., 2010, Adoption of social media for public relations by nonprofit organizations, “Public Relations Review”, 36(1).
  • 6. DiGrazia J., McKelvey K., Bollen J., Rojas F., 2013, More tweets, more votes: Social media as a quantitative indicator of political behavior”
  • 7. Diwakar R., 2015, The 16th general election in India, April–May 2014, “Electoral Studies”, 37.
  • 8. Effing R., Van Hillegersberg J., Huibers T., 2011, Social media and political participation: are Facebook, Twitter, and YouTube democratizing our political systems? [In:] Electronic participation, Springer Berlin Heidelberg
  • 9. Ernst & Young, 2014, The Second edition Social Media Marketing India Trends Study, Insights from Social media-Savvy brands in India, Ernst & Young, LLP (http://.ey.com/Publication/vwLUAssets/EY-social-media-marketing-india-trends-study-2014/$FILE/EY-social-media-marketing-india-trends-study-2014.pdf)
  • 10. Eyrich N., Padman M.L., Sweetser K.D., 2008, PR practitioners’ use of social media tools and communication technology, “Public Relations Review”, 34(4).
  • 11. Fonseca A., 2011, Modeling political opinion dynamics through social media and multi-agent simulation, [In:] First Doctoral Workshop for Complexity Sciences.
  • 12. Himelboim I., McCreery S., Smith M., 2013, Birds of a feather tweet together: Integrating network and content analyses to examine cross-ideology exposure on Twitter, “Journal of Computer-Mediated Communication”, 18(2).
  • 13. Jaidka K., Ahmed S., 2015, The 2014 Indian general election on Twitter: an analysis of changing political traditions, [In:] Proceedings of the Seventh International Conference on Information and Communication Technologies and Development, ACM.
  • 14. Jansen B.J., Zhang M., Sobel K., Chowdury A., 2009, Twitter power: Tweets as electronic word of mouth, “Journal of the American Society for Information Science and Technology, 60(11).
  • 15. Jungherr A., Jürgens P., Schoen H., 2012, Why the pirate party won the Germany election of 2009 or the trouble with predictions: A response to Tumasjan, Sprenger, Sander and Welpe, in “predicting elections with twitter: What 140 characters reveal about political sentiment”, “Social Science Computer Review”, 30(2).
  • 16. Jungherr A., 2013, Tweets and votes, a special relationship: The 2009 federal election in Germany, [In:] Proceedings of the 2nd workshop on Politics, elections and data, ACM.
  • 17. Kalampokis E., Tambouris E., Tarabanis K., 2013, Understanding the predictive power of social media, “Internet Research”, 23(5).
  • 18. Kanungo N.T., 2015, India’s Digital Poll Battle: Political Parties and Social Media in the 16th Lok Sabha Elections, “Studies in Indian Politics”, 3(2).
  • 19. Kim D., 2011, Tweeting politics: Examining the motivations for Twitter use and the impact on political participation, [In:] 61st Annual Conference of the International Communication Association.
  • 20. Larsson A.O., Moe H., 2012, Studying political microblogging: Twitter users in the 2010 Swedish election campaign, “New Media & Society”, 14(5).
  • 21. Mangold W.G., Faulds D.J., 2009, Social media: The new hybrid element of the promotion mix, “Business horizons”, 52(4).
  • 22. Media, Association for Computational Linguistics.
  • 23. Metaxas P.T., Mustafaraj E., Gayo-Avello D., 2011, How (not) to predict elections, [In:] Privacy, Security, Risk and Trust (PASSAT) and 2011 IEEE Third International Conference on Social Computing (SocialCom), IEEE.
  • 24. Moran M., Seaman J., Tinti-Kane H., 2011, Teaching, Learning, and Sharing: How Today's Higher Education Faculty Use Social Media, Babson Survey Research Group.
  • 25. Nowak A., Szamrej J., Latané B., 1990, From private attitude to public opinion: A dynamic theory of social impact, “Psychological Review”, 97(3).
  • 26. Palmer A., Koenig-Lewis N., 2009, An experiential, social network-based approach to direct marketing, “Direct Marketing: An International Journal”, 3(3).
  • 27. Sang E.T.K., Bos J., 2012, Predicting the 2011 Dutch senate election results with twitter, [In:] Proceedings of the Workshop on Semantic Analysis in Social.
  • 28. Skoric M., Poor N., Achananuparp P., Lim E.P., Jiang J., 2012, Tweets and votes: A study of the 2011 Singapore general election, [In:] System Science (HICSS), 2012 45th Hawaii International Conference, IEEE.
  • 29. Smith A., 2009, The Internet's role in campaign 2008, “Pew Internet & American Life Project”, 15.
  • 30. Stefko R., Bacik R., Fedorko I., 2014, Facebook content analysis of banks operating on Slovak market, “Polish Journal of Management Studies”,10(1).
  • 31. Suresh K., Ramakrishnan C., 2015, Twittering Public Sentiments: A Predictive Analysis of Pre-Poll Twitter Popularity of Prime Ministerial Candidates for the Indian Elections 2014, “Media Watch”, 238.
  • 32. Taylor M., Kent M.L., 2010, Anticipatory socialization in the use of social media in public relations: A content analysis of PRSA's Public Relations Tactics, “Public Relations Review”, 36(3).
  • 33. Tumasjan A., Sprenger T.O., Sandner P.G., Welpe I.M., 2010 a, Election forecasts with Twitter: How 140 characters reflect the political landscape, “Social Science Computer Review”, 0894439310386557.
  • 34. Tumasjan A., Sprenger T.O., Sandner P.G., Welpe I.M., 2010 b, Predicting Elections with Twitter: What 140 Characters Reveal about Political Sentiment, ICWSM, 10.
  • 35. Tweetminster, Can Word-of-Mouth Predict the General Election Result? A Tweetminster Experiment in Predictive Modeling, retrieved November 24, 2015, from http://www.scribd.com/doc/29154537/Tweetminster-Predicts.
  • 36. Webfluenze, 2015, Social media campaign analysis AAP vs BJP vs Congress.
Uwagi
Opracowanie ze środków MNiSW w ramach umowy 812/P-DUN/2016 na działalność upowszechniającą naukę.
Typ dokumentu
Bibliografia
Identyfikator YADDA
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