Social Media Marketing: Adoption, Strategies, Approaches, Audience Behavior, and Content for Political Marketing

Abstract

Social media has become an indispensable part of modern politics. Its rise in the political arena has coincided with the decline in trust toward mainstream media. Today, more than half of the population gets their political news and information through social media platforms like Twitter and Facebook. Social media offers a great marketing opportunity to politicians as they allow them to bypass traditional media and communicate directly with voters, engage citizens during campaign and noncampaign periods, and create a brand image. As social media's influence in politics grows, so has the research devoted to political marketing on social media. It is against this backdrop that this chapter is written, which provides readers with an overview of the academic domain and the current state of literature. The chapter highlights the various research areas that have been explored in the literature and the implications of social media for political marketing strategy, along with the domain's current limitations and possible avenues of further research.

Citation

Abid, A. and Roy, S.K. (2024), "Social Media Marketing: Adoption, Strategies, Approaches, Audience Behavior, and Content for Political Marketing", Matosas-López, L. (Ed.) The Impact of Digitalization on Current Marketing Strategies (Marketing & Technology: New Horizons and Challenges), Emerald Publishing Limited, Leeds, pp. 117-130. https://doi.org/10.1108/978-1-83753-686-320241007