IDEAS home Printed from https://ideas.repec.org/a/pcz/journl/v13y2016i2p121-130.html
   My bibliography  Save this article

Social Media In Managing Political Advertising: A Study Of India

Author

Listed:
  • Md Safiullah

    (Department of Management Studies, Indian School of Mines)

  • Pramod Pathak

    (Department of Management Studies, Indian School of Mines)

  • Saumya Singh

    (Department of Management Studies, Indian School of Mines)

  • Ankita Anshul

    (Department of Management Studies, Indian School of Mines)

Abstract

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.

Suggested Citation

  • Md Safiullah & Pramod Pathak & Saumya Singh & Ankita Anshul, 2016. "Social Media In Managing Political Advertising: A Study Of India," Polish Journal of Management Studies, Czestochowa Technical University, Department of Management, vol. 13(2), pages 121-130, June.
    • Handle: RePEc:pcz:journl:v:13:y:2016:i:2:p:121-130
    as

    Download full text from publisher

    File URL: http://pjms.zim.pcz.pl/PDF/PJMS132/Social%20Media%20in%20Managing%20Political%20Advertising%20-%20a%20Stydy%20of%20India.pdf
    Download Restriction: no
    File URL: http://pjms.zim.pcz.pl/-articles-13.2.php
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Bernard J. Jansen & Mimi Zhang & Kate Sobel & Abdur Chowdury, 2009. "Twitter power: Tweets as electronic word of mouth," Journal of the American Society for Information Science and Technology, Association for Information Science & Technology, vol. 60(11), pages 2169-2188, November.
    2. Róbert Štefko & Radovan Baèík & Igor Fedorko, 2014. "Facebook Content Analysis Of Banks Operating On Slovak Market," Polish Journal of Management Studies, Czestochowa Technical University, Department of Management, vol. 10(1), pages 145-152, December.
    3. Mangold, W. Glynn & Faulds, David J., 2009. "Social media: The new hybrid element of the promotion mix," Business Horizons, Elsevier, vol. 52(4), pages 357-365, July.
    4. Conitzer, Vincent, 2012. "Should social network structure be taken into account in elections?," Mathematical Social Sciences, Elsevier, vol. 64(1), pages 100-102.
    5. Neena Talwar Kanungo, 2015. "India’s Digital Poll Battle: Political Parties and Social Media in the 16th Lok Sabha Elections," Studies in Indian Politics, , vol. 3(2), pages 212-228, December.
    6. Michael P. Cameron & Patrick Barrett & Bob Stewardson, 2013. "Can Social Media Predict Election Results? Evidence from New Zealand," Working Papers in Economics 13/08, University of Waikato.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Sebastian Kot & Sebastian Kot & Michal Kucharski, 2017. "Real Value of Advertising Value Equivalent in Sport Sponsorship," International Review of Management and Marketing, Econjournals, vol. 7(1), pages 34-42.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Lashgari, Maryam, 2014. "Social Media Technology Deployment in B2B: A Case Study," INDEK Working Paper Series 2014/9, Royal Institute of Technology, Department of Industrial Economics and Management.
    2. Moro, Sérgio & Rita, Paulo & Vala, Bernardo, 2016. "Predicting social media performance metrics and evaluation of the impact on brand building: A data mining approach," Journal of Business Research, Elsevier, vol. 69(9), pages 3341-3351.
    3. Krishen, Anjala S. & Dwivedi, Yogesh K. & Bindu, N. & Kumar, K. Satheesh, 2021. "A broad overview of interactive digital marketing: A bibliometric network analysis," Journal of Business Research, Elsevier, vol. 131(C), pages 183-195.
    4. Ki-Kwang Lee & In-Gyum Kim, 2020. "Social Media Data Analytics to Enhance Sustainable Communications between Public Users and Providers in Weather Forecast Service Industry," Sustainability, MDPI, vol. 12(20), pages 1-13, October.
    5. Baum, Daniela & Spann, Martin & Füller, Johann & Thürridl, Carina, 2019. "The impact of social media campaigns on the success of new product introductions," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 289-297.
    6. Weinberg, Bruce D. & Pehlivan, Ekin, 2011. "Social spending: Managing the social media mix," Business Horizons, Elsevier, vol. 54(3), pages 275-282, May.
    7. Godey, Bruno & Manthiou, Aikaterini & Pederzoli, Daniele & Rokka, Joonas & Aiello, Gaetano & Donvito, Raffaele & Singh, Rahul, 2016. "Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior," Journal of Business Research, Elsevier, vol. 69(12), pages 5833-5841.
    8. Arpan Kumar Kar, 2021. "What Affects Usage Satisfaction in Mobile Payments? Modelling User Generated Content to Develop the “Digital Service Usage Satisfaction Model”," Information Systems Frontiers, Springer, vol. 23(5), pages 1341-1361, September.
    9. Iwa Kuchciak & Justyna Wiktorowicz, 2021. "Empowering Financial Education by Banks—Social Media as a Modern Channel," JRFM, MDPI, vol. 14(3), pages 1-22, March.
    10. Payal S. Kapoor & K.R. Jayasimha & Ashish Sadh, 2013. "Brand-related, Consumer to Consumer, Communication via Social Media," IIM Kozhikode Society & Management Review, , vol. 2(1), pages 43-59, January.
    11. 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.
    12. Nguyen Minh Dang & Vo Thanh Thao, 2015. "Tourism destinations information seeking and dissemination behaviors on social networking sites," HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE, HO CHI MINH CITY OPEN UNIVERSITY, vol. 5(1), pages 91-110.
    13. Niftiyev, Ibrahim & Aziz, Qaiser, 2024. "Stakeholder Identification Strategies in Social Media Marketing: A Qualitative Study in the Telecommunications Sector," EconStor Conference Papers 308566, ZBW - Leibniz Information Centre for Economics.
    14. Kick, Markus, 2015. "Social Media Research: A Narrative Review," EconStor Preprints 182506, ZBW - Leibniz Information Centre for Economics.
    15. Lei, Lijun (Gillian) & Li, Yutao & Luo, Yan, 2019. "Production and dissemination of corporate information in social media: A review," Journal of Accounting Literature, Elsevier, vol. 42(C), pages 29-43.
    16. Tran, Gina A. & Strutton, David, 2020. "Comparing email and SNS users: Investigating e-servicescape, customer reviews, trust, loyalty and E-WOM," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    17. Paniagua, Jordi & Sapena, Juan, 2014. "Business performance and social media: Love or hate?," Business Horizons, Elsevier, vol. 57(6), pages 719-728.
    18. Han, Sehee & Min, Jinyoung & Lee, Heeseok, 2016. "Building relationships within corporate SNS accounts through social presence formation," International Journal of Information Management, Elsevier, vol. 36(6), pages 945-962.
    19. Arpan Kumar Kar, 0. "What Affects Usage Satisfaction in Mobile Payments? Modelling User Generated Content to Develop the “Digital Service Usage Satisfaction Model”," Information Systems Frontiers, Springer, vol. 0, pages 1-21.
    20. Bidyanand Jha, 2019. "The Role of Social Media Communication: Empirical Study of Online Purchase Intention of Financial Products," Global Business Review, International Management Institute, vol. 20(6), pages 1445-1461, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pcz:journl:v:13:y:2016:i:2:p:121-130. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Paula Bajdor (email available below). General contact details of provider: https://edirc.repec.org/data/wzpczpl.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.