Appeals to the Hispanic Demographic: Targeting through Facebook Autoplay Videos by the Clinton Campaign during the 2015/2016 Presidential Primaries

Elder, Edward; Phillips, Justin B.

doi:10.1080/15377857.2017.1345841

Cited by 10 publications

(6 citation statements)

References 57 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Muñoz and Towner, 2017). However, studies provide evidence that content characteristics have an impact on online voter behaviour (Elder and Phillips, 2017). The literature recommends that politicians should adopt a relational approach on social media, however, politicians have been unable to do so (Parsons and Rowling, 2015).…”

Section: Political Relationship Marketing and Social Mediamentioning

confidence: 99%

Online relationship marketing through content creation and curation

Abid

Harrigan

2019

MIP

View full text Add to dashboard Cite

Purpose The purpose of this paper is to test the influence of various content cues and characteristics on the followers’ online expressions of relationship quality. Second, the research aims to understand the moderating effects of content curation. Design/methodology/approach The sample comprised of 100 posts and 29,000 comments that were sourced from the Facebook pages of the Democratic Party and the Republican Party. The content was coded using the prior literature. Comments were manually coded using a deductive approach and captured the dimensions of relationship quality. Multiple regression was used to confirm the hypotheses. Findings Visuals, content popularity, volume of comments and content’s length have a positive effect on voters’ expressions of relationship quality. However, source credibility, argument quality, valence and interactivity did not have an impact. Additionally, content curation negatively moderated the effects of length and interactivity on expressions of relationship quality. Practical implications The findings emphasise the use of peripheral cues rather than the central route. Curating interactive and lengthy content should be avoided, however, curation of images and videos is well received. Originality/value The research contributes to the literature by understanding the role of marketer-generated content in building online relationships. Additionally, it explores the distinct impacts of created and curated content.

show abstract

Section: Political Relationship Marketing and Social Mediamentioning

confidence: 99%

Online relationship marketing through content creation and curation

Abid

Harrigan

2019

MIP

View full text Add to dashboard Cite

show abstract

“…They are generally less engaged in traditional elections [91]. Other segments investigated in the literature include minority voters [38,40], aged voters [50,109], female voters [43], bloggers [87], and followers of politicians [19].…”

Section: Voter Segments Studied In the Literaturementioning

confidence: 99%

“…Number of votes [29] Election outcomes [68] Percentage of the vote [104] Number of parliamentary seats [99] Content virality Retweets [120] Likes from new followers [38] Intention to like [71] Tweet and retweets (UGC) [17] Offline political outcomes Offline political participation [19,109] Source and political attitudes [20,72] Source trustworthiness [20] Favorability of candidate [15] Interest in party and intention to vote for the party [32] News bias [115] Participation in a political event (Iowa Caucus) [34] Trust in government [109] Voter-politician relationship equity [49] Political performance, political reputation performance, popularity, and voter loyalty [8][9][10] Online political outcomes Online political participation [19,109] Online behavioral intentions [20] Online relationship quality [2] UGC creation (political tweeting) [19] UGC characteristics-emotion [86], keywords [33] Cluster density and reciprocity of online community [69] Few studies acknowledge differences also [25,82]. For instance, Clinton's social media marketing was professional compared to Trump's spontaneous 'amateurism' [25].…”

Section: Electoral Outcomesmentioning

confidence: 99%

Political social media marketing: a systematic literature review and agenda for future research

Abid

Lees‐Marshment

Dey

et al. 2023

Electron Commer Res

View full text Add to dashboard Cite

We focus on political marketing and conduct a systematic literature review of journal articles exploring political marketing on social media. The systematic literature review delineates the current state of political social media marketing literature. It spans six databases and comprises sixty-six journal articles published between 2011 and 2020. We identify and categorize the variables studied in the literature and develop an integrative framework that links these variables. We describe the research themes that exist in the literature. The review demonstrates that the field is growing. However, the literature is fragmented, along with being predominantly based in the US context. Conceptual and theoretical shortcomings also exist. Moreover, the literature ignores pertinent contemporary topics such as co-creation, influencer marketing, and political advertising on social media. Nevertheless, a nascent domain with growing practical significance, political social media marketing provides various exciting avenues for further research, which we outline in this study.

show abstract

“…Politicians frequently appeal to social groups. Recent studies on political rhetoric in the US, Britain, and the Scandinavian countries report that party manifestos, political speeches, and campaign advertisements are, to a substantial degree, dedicated to group appeals (Elder & Phillips, 2017;Evans & Tilley, 2017;Horn et al, 2020;Nteta & Schaffner, 2013;Rhodes & Johnson, 2017;Thau, 2018). Our primary concern is with the effect of symbolic group appeals on subsequent voter preferences.…”

Section: Symbolic Group Appealsmentioning

confidence: 99%

Does Class-Based Campaigning Work? How Working Class Appeals Attract and Polarize Voters

Robison

Stubager

Thau

et al. 2020

Comparative Political Studies

View full text Add to dashboard Cite

Recent elections have featured various politicians directly appealing to the working class, yet we know little about how citizens react to class appeals from candidates. We investigate this question using survey experiments conducted in the United States and Denmark. We show that symbolic class rhetoric substantially influences candidate evaluations and ultimately polarizes these evaluations across class lines. We also unpack how class appeals work and find that while they increase perceptions of representation among working class voters, they have a more limited effect on perceptions of candidates’ ideological position. Our results help explain how class affects voter decision-making and contribute to broader discussions about the role of political elites in activating social cleavages.

show abstract

Appeals to the Hispanic Demographic: Targeting through Facebook Autoplay Videos by the Clinton Campaign during the 2015/2016 Presidential Primaries

Cited by 10 publications

References 57 publications

Online relationship marketing through content creation and curation

Online relationship marketing through content creation and curation

Political social media marketing: a systematic literature review and agenda for future research

Does Class-Based Campaigning Work? How Working Class Appeals Attract and Polarize Voters

Contact Info

Product

Resources

About