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Social Media In Managing Political Advertising: A Study Of India


  • 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)


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.

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  • 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

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    References listed on IDEAS

    1. 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.
    2. Conitzer, Vincent, 2012. "Should social network structure be taken into account in elections?," Mathematical Social Sciences, Elsevier, vol. 64(1), pages 100-102.
    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. 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.
    5. 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.
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    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.

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