Social media offer political brands the ability to develop relationships with voters. However, there is limited research on the topic. The thesis remedies this by exploring the nature and drivers of social media-enabled voter relationships using relationship marketing as the metatheoretical lens. The findings reveal that political brands do not adopt a relational orientation on social media, which require a social, emotional and personal approach. Furthermore, the presence of visuals, symbolism, negative valence, credible sources and emotions in political marketer-generated content has a positive effect on relationship quality and engagement.
|Qualification||Doctor of Philosophy|
|Award date||17 Jan 2022|
|Publication status||Unpublished - 2022|