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Use of microblogging platform for digital communication in politics

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  • Paul, Justin
  • Parameswar, Nakul
  • Sindhani, Mohit
  • Dhir, Sanjay

Abstract

The growing influence of digital media has motivated many organizations, including political parties, to adopt it to promote their agendas, share political and professional viewpoints, and indulge in social interactions. Twitter is one of the microblogging platforms that stands out nowadays due to its important and influential role in the interactions related to politics and world crises, especially in spreading short transitory news across the world. This study examines the composition of the tweets of political organizations and their respective leaders, as well as the effect of these tweets on the people involved in the Indian 17th Parliament elections 2019. In addition, this work highlights the advantageous and disadvantageous strategies of the political parties, including the allegation of corruption against their opponents, are highlighted. The analysis demonstrates how political parties utilize Twitter to drive the public sentiment and use digital media to function.

Suggested Citation

  • Paul, Justin & Parameswar, Nakul & Sindhani, Mohit & Dhir, Sanjay, 2021. "Use of microblogging platform for digital communication in politics," Journal of Business Research, Elsevier, vol. 127(C), pages 322-331.
    • Handle: RePEc:eee:jbrese:v:127:y:2021:i:c:p:322-331
    DOI: 10.1016/j.jbusres.2021.01.046
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    Cited by:

    1. Sharma, Manisha & Banerjee, Subhojit & Paul, Justin, 2022. "Role of social media on mobile banking adoption among consumers," Technological Forecasting and Social Change, Elsevier, vol. 180(C).
    2. Lee, Jeoung Yul & Jiménez, Alfredo & Choi, Seong-jin & Choi, Yun Hyeong, 2022. "Ideological polarization and corporate lobbying activity: The contingent impact of corruption distance," Journal of Business Research, Elsevier, vol. 141(C), pages 448-461.

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