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SOCIAL MEDIA IN MANAGING POLITICAL ADVERTISING: A STUDY OF INDIA

Md Safiullah (), Pramod Pathak (), Saumya Singh () and Ankita Anshul ()
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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

Polish Journal of Management Studies, 2016, vol. 13, issue 2, 121-130

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.

Keywords: social media; election campaign; Indian politics; Twitter; election prediction (search for similar items in EconPapers)
Date: 2016
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