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Reviewing and Analyzing the Political Marketing Program of Candidates for Parliamentary Elections on Social Networks (Twitter and Instagram) in Parliamentary Elections

Khiabani, Milad | 2020

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  1. Type of Document: M.Sc. Thesis
  2. Language: Farsi
  3. Document No: 53064 (44)
  4. University: Sharif University of Technology
  5. Department: Management and Economics
  6. Advisor(s): Karami, Naser; Honarvar, Ruhollah
  7. Abstract:
  8. With the emergence and expansion of social media in the societies, these media has become an integral part of modern society and the lives of citizens. These networks have improved communication facilities in the community and created an opportunity for politicians to use these media as a communication and marketing channel to communicate with citizens and use them to achieve their goals. Social media's ability to communicate has put politicians' relationship with citizens in a very strategic position. This has made it important to have a communication plan and, more generally, principled political marketing.Therefore, the main issue that this dissertation has investigated is the review of the political marketing program of the candidates of one of the most important political elections in the country, namely the parliamentary elections on social networks. Political marketing programs are about shaping goals and doing what is necessary to achieve those goals, with a pattern of sustainability over time and given the limited resources and determinants of differences between candidates. The study examines how well candidates' behavior on social media meets the criteria set out in Newman's political marketing model. In this study, based on the approaches identified in the literature, the behavior of candidates during the election is evaluated. As a result, in this study, the behavior of candidates is examined from the perspective of an outside observer and it is determined to what extent their behavior is in accordance with the models in the literature.This research has been done using content analysis and statistical analysis. First, the candidates' behavior was evaluated according to the literature using the content analysis method, and their messages on social networks were categorized from different aspects. Then, according to these classifications, their political marketing model is compared with Newman model in terms of election activities. This comparison was made for the candidates separately and in general. Then, by performing statistical analysis of the collected information, the relationships between the various variables that were measured in this study were investigated. Due to the position and importance of MPs' (Members of parliament) relations in social networks, the sample population in this study was selected from among MPs.Research findings show that the behavior of many representatives in social networks is not in line with Newman's model. Deputies used the social network Instagram much more than the social network Twitter, but it can be said that only on Twitter can you see the interactive behavior of the delegates. By analyzing the information collected from this study, relationships were found between the various criteria considered in this study. It was observed that there is a direct relationship between the use of representatives of Twitter social network and the use of interactive approach. Also, by comparing the activity of representatives in social networks with the degree of conformity of their advertising programs with Newman's political marketing model, it was concluded that the representatives who were more active in social networks, their behavior and messages are more in line with Newman's model.It was also concluded that there is a dominant approach to the behavior of representatives in social networks that affects how they are branded in social networks and can be used to categorize representatives. The important point is the connection between the communication approach of the representatives and the use of the content that they use in their messages. Another notable finding is the change in the communication approach of the representatives participating in the elections during the official campaign period and the use of the two approaches of reporting and commenting in a dominant way. It was also observed that one of the constituencies in which all female representatives are nominated for their political campaign is the female constituency. Due to the lack of research in Iran on this subject, this research can be the beginning of further research and provide practical suggestions for use in practice.
  9. Keywords:
  10. Social Networks ; Twitter Social Network ; Political Marketing Approaches ; Political Marketing ; Parliamentary Elections ; Parliamentary Election Candidates

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