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Online Campaigning In The 2016 Usa Elections - A Comparative Approach

Author

Listed:
  • Andra-Ioana ANDRONICIUC

    (Alexandru Ioan Cuza University of Iasi, Romania)

Abstract

Nowadays, we are witnessing an unprecedented large number of voters who take their daily information from social media. As a result, having a strong online campaign has become a requirement. The United States of America provide a valuable example of how social media have become increasingly more involved in the communication between politicians and voters. That is why this paper aims at bringing evidence from 2016 presidential race, by analyzing the online communication campaigns of finalists Donald Trump and Hillary Clinton. Our findings show that even if both candidates’ campaigns successfully engage with the voters, Donald Trump is taking better advantage of social media’s features: embracing immediacy (right now), transparency (unvarnished expression) and risk (rather than caution).

Suggested Citation

  • Andra-Ioana ANDRONICIUC, 2017. "Online Campaigning In The 2016 Usa Elections - A Comparative Approach," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 13, pages 29-34, May.
    • Handle: RePEc:cmj:seapas:y:2017:i:13:p:29-34
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    More about this item

    Keywords

    Social media; Online campaign; USA elections; Donald Tump; Hillary Clinton;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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