Jason Gainous, Andrew Segal and Kevin Wagner
Early information technology scholarship centered on the internet’s potential to be a democratizing force was often framed using an equalization/normalization lens arguing that…
Abstract
Purpose
Early information technology scholarship centered on the internet’s potential to be a democratizing force was often framed using an equalization/normalization lens arguing that either the internet was going to be an equalizing force bringing power to the masses, or it was going to be normalized into the existing power structure. The purpose of this paper is to argue that considered over time the equalization/normalization lens still sheds light on our understanding of how social media (SM) strategy can shape electoral success asking if SM are an equalizing force balancing the resource gap between candidates or are being normalized into the modern campaign.
Design/methodology/approach
SM metrics and electoral data were collected for US congressional candidates in 2012 and 2016. A series of additive and interactive models are employed to test whether the effects of SM reach on electoral success are conditional on levels of campaign spending.
Findings
The results suggest that those candidates who spend more actually get more utility for their SM campaign than those who spend less in 2012. However, by 2016, spending inversely correlates with SM campaign utility.
Research limitations/implications
The findings indicate that SM appeared to be normalizing into the modern congressional campaign in 2012. However, with higher rates of penetration and greater levels of usage in 2016, the SM campaign utility was not a result of higher spending. SM may be a greater equalizing force now.
Practical implications
Campaigns that initially integrate digital and traditional strategies increase the effectiveness of the SM campaign because the non-digital strategy both complements and draws attention to the SM campaign. However, by 2016 the SM campaign was not driven by its relation to traditional campaign spending.
Originality/value
This is the first large N study to examine the interactive effects of SM reach and campaign spending on electoral success.
Details
Keywords
Nelson K.H. Tang, Andrew Agnew and Oswald Jones
Small and medium‐sized firms (SMFs) can make valuable economic and social contributions through their distinctive capabilities for innovation. However, SMFs rarely possess…
Abstract
Small and medium‐sized firms (SMFs) can make valuable economic and social contributions through their distinctive capabilities for innovation. However, SMFs rarely possess adequate R&D resources and are therefore dependent upon external technological information. We believe that collaboration between higher education institutions (HEIs) and SMFs has considerable potential for strengthening innovatory activity in the UK. However, very little detailed information is available about the process of technology transfer from the perspectives of HEIs and SMFs. This paper examines ways in which HEIs establish links with SMFs as a means of commercializing their scientific and technological research. A questionnaire was used to obtain data from 37 HEIs on technological alliances with SMFs. In addition, a number of interviews were carried out with individuals responsible for marketing HEI science and technology.