Social Media and the Paradox of Fear: An Exploratory Study of Political Relationship Marketing Within South Wales

Parsons, Michael; Rowling, Martyn

doi:10.1080/15377857.2015.1039746

Cited by 16 publications

(12 citation statements)

References 81 publications

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“…Third, the study contributes to the literature in the field of PRM, adding a quantitative dimension to a mostly qualitative domain (e.g. Parsons and Rowling, 2015;Harris and Harrigan, 2015). The findings show that a relational approach on social media is reciprocated by the followers.…”

Section: Theoretical Implicationsmentioning

confidence: 77%

“…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). Social media are incompatible with the one-way communication associated with politics and work better as relational tools (Harris and Harrigan, 2015).…”

Section: Political Relationship Marketing and Social Mediamentioning

confidence: 99%

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Online relationship marketing through content creation and curation

Abid

Harrigan

2019

MIP

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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.

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Section: Theoretical Implicationsmentioning

confidence: 77%

Section: Political Relationship Marketing and Social Mediamentioning

confidence: 99%

Online relationship marketing through content creation and curation

Abid

Harrigan

2019

MIP

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“…True campaigns are activities undertaken in political contestation using effective marketing (advertising) principles in an attempt to inform, persuade and remind voters) [4]. The pair of governor and deputy governor candidates is carrying 9 programs to build a prosperous East Java known as "Nawa Bhakti Satya Khofifah-Emil" which includes: (1) Jatim Sejahtera -Eradicate poverty for justice and social welfare, (2) Jatim Kerja -Focused on providing job training, vocational education, assisting business startup, helping to promote young entrepreneurs, assisting in financing at the early stage of the business (Millenial Job Center), (3) Java Smart and Healthy -Education and health free and quality, (4) Jatim Access -Development of infrastructure within the framework of integrated regional development, and equity of access for coastal communities and outermost villages, (5) Jatim Berkah -Providing prize honor for imam of the mosque in the villages, coastal and outer islands.…”

Section: B Campaign Messagesmentioning

confidence: 99%

Social Media and Political Campaign: The Analysis of Instagram Use as the East Java Governor and Deputy Governor Candidatesr Campaign Medium 2018

Roosinda¹,

Fadeli²,

Pamuji³

2018

Proceedings of the International Conference of Communication Science Research (ICCSR 2018)

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Voters' characteristic in an election is important to manage the campaign strategy. Instagram as one of the social media today is considered to be able to boost the political campaign and build the image of the candidate by using its features. But the personality of the candidate itself would emphasize the success of the campaign program. The intensity of interaction in between voters and candidate through Instagram is one of the factor to measure the enthusiasm of the public to the candidate.

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“…Social media are ideal to build relationships with young voters. However, political entities (PE) have been hesitant or incapable of adopting a relational approach to social media (Parsons and Rowling, 2015; Harris and Harrigan, 2015). More than a third of Australian social media users follow elected officials or political candidates (Newman et al, 2017), which allows PEs to build a direct channel of communication and interaction with voters.…”

Section: Introductionmentioning

confidence: 99%

“…Notwithstanding the initial discussion on PRM's potential and compatibility with the political context (Scammell, 1999; Bannon, 2005; Henneberg and O'shaughnessy, 2009), calls for further research have not yielded significant results. Furthermore, the few empirical studies in the area do not offer a first-hand voter perspective (e.g., Parsons and Rowling, 2015; Harris and Harrigan, 2015). Similarly, despite a substantial amount of literature on online customer relationships (Verma et al, 2016; Malthouse et al, 2013; Barnes and Cumby, 2002), online voter relationships have received limited attention.…”

Section: Introductionmentioning

confidence: 99%

An Exploration of Social Media-Enabled Voter Relationships through uses and Gratifications Theory, Psychological Contract and Service-Dominant Orientation

Abid

Harrigan

2020

Australasian Marketing Journal

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The relationship that develops between voters and political entities on social media is under-researched. This study offers insight into this contemporary phenomenon by exploring the factors that initiate and drive social media-enabled voter relationships. Data were collected by conducting three focus groups with young voters. Uses and gratifications theory was used to explore the motivations that stimulate young voters to follow political entities on social media. Secondly, the drivers of the resulting relationship were explained using the concept of the psychological contract. Lastly, the various online interactions that underpin this relationship were investigated using the concept of service-dominant orientation. The findings reveal that social, informational and entertainment gratifications are the primary initiators of this relationship. Further, developmental, individuated, relational and ethical interactions fortify online voter relationships. However, a lack of trust, unmet expectations and an absence of individuated interactions are major challenges. The study recommends humanising politicians through social and emotional content, along with an educational approach towards social media marketing.

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Social Media and the Paradox of Fear: An Exploratory Study of Political Relationship Marketing Within South Wales

Cited by 16 publications

References 81 publications

Online relationship marketing through content creation and curation

Online relationship marketing through content creation and curation

Social Media and Political Campaign: The Analysis of Instagram Use as the East Java Governor and Deputy Governor Candidatesr Campaign Medium 2018

An Exploration of Social Media-Enabled Voter Relationships through uses and Gratifications Theory, Psychological Contract and Service-Dominant Orientation

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