Political social media marketing: a relationship marketing perspective

Aman Abid

doi:10.26182/6v7y-nz41

Political social media marketing: a relationship marketing perspective

Aman Abid

Research output: Thesis › Doctoral Thesis

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Abstract

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.

Original language	English
Qualification	Doctor of Philosophy
Awarding Institution	The University of Western Australia
Supervisors/Advisors	Roy, Sanjit, Supervisor Harper, Tauel, Supervisor Harrigan, Paul, Supervisor
Thesis sponsors	Australian Government Research Training Program
Award date	17 Jan 2022
DOIs	https://doi.org/10.26182/6v7y-nz41
Publication status	Unpublished - 2022

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10.26182/6v7y-nz41

THESIS - DOCTOR OF PHILOSOPHY - ABID, Aman - 2022
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Cite this

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abstract = "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.",

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AB - 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.

KW - Political marketing

KW - relationship marketing

KW - Social media marketing

KW - marketer-generated content

KW - Engagement

KW - young voters

KW - Facebook

KW - online relationships

U2 - 10.26182/6v7y-nz41

DO - 10.26182/6v7y-nz41

M3 - Doctoral Thesis

ER -

Political social media marketing: a relationship marketing perspective

Abstract

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