Content Marketing Strategies in Online Political Campaigning in India - sersc
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
International Journal of Advanced Science and Technology
Vol. 29, No.02, (2020), pp. 1074-1081
Content Marketing Strategies in Online Political Campaigning in India
Dr.Pallavi Mishra
Associate Professor,
Amity University, Jaipur
Rajasthan
Abstract
Research from all over the world over the past decade shows an increasingly positive relationship
between internet and political engagement. Although the effect may vary from place to place and time to
time as it is more evolutionary than revolutionary in nature. Indianpolitical system has also witnessed
deeper transformation in the democraticprocess as the content marketing strategy is more effective on
online platforms.This article uses content analysis of Facebook and Twitter posts to comprehend how the
political campaigns influence netizens across a spectrum of online involvement. Content Analysis will
study a specific set of data related to Political Campaigns in India originated and manifested on the
Internetdoring 2014 and 2019 general elections. The study examines online engagement and specifically,
sharing of campaign information on social media platforms. This paper takes into account astructureof
political campaigns within Twitter and Facebook. Findings include, variety of pathways through which
digital media influence political engagement and how the choice results from interaction. These data
have made it possible to formalize strategic goals of Socio-political engagement on digital media.
Consequently, the paper identifies the categories of communication operations that appear on Twitter
and Facebook like Tweets, Retweets, Share which involve others in Campaigning Activities.
Keywords:Content Marketing strategy, Election Campaigns, Political Engagement, Political
Participation, Facebook, Twitter
1. Introduction
Moving beyond Web 1.0. Social Media has flipped the equation of Politics and Media as it has become a
regular tool in electoral campaigns. The multifold effects of digital campaigns are palpable in Indian
Politics as it has proffered a platform to proliferate policy messages, political engagement and peer-to-
peer discussions.As more and more people uses internet, a growing number of political campaigns are
webcasted as it is ubiquitous. Since 2008,social media campaigns have become a regular tool in electoral
campaigns.(Foot & Schneider, 2006) Platforms like Facebook, Twitter and Whatsapp have enabled the
political parties to directly interact with their voters, publish free campaigns, customize messages and
boost popularity of campaigns. Digital media entrenched dominance has shaken the mechanisim of
modern politics and the social engagement in socio-politico activities have triggered the use of social
media in political campaigning at a large canvas. The digital campaign strategies of political parties,
candidates, political organizations and the social engagement is examined in this study.
Political Campaigns strategically use social media tools to persuade citizens, to mobilize like-minded
supporters and to efficiently target individuals persuasive or mobilizing messages. Over a decade, the
countries like United States and United Kingdom have employed digital technologies in catalyzing
political campaigns. The 2014 & 2019 general elections in India havealso witnessed electioneering
strategies and digital platforms occupied a central positionin Political campaigning. This article traces the
development of online political campaigns across two general election cycles (2014 & 2019) in India to
outline the content curation strategies of political campaigning. In 2014, online political campaigns was
pioneered to mobilize supporters and convince undecided voters on social media platforms to underline
their agenda.(Chopra, 2014) Drawing on the empirical findings, the posts shared on social media
platforms and the dialogue threads of online political campaigns were evaluated. The 2014 general
ISSN: 2005-4238 IJAST 1074
Copyright ⓒ 2020 SERSCInternational Journal of Advanced Science and Technology
Vol. 29, No.02, (2020), pp. 1074-1081
elections showed the potential of the uptake of networked media in elections although it was country's
first experiment with social media for political campaigning. Twitter and Facebook witnessed an
extensive political campaigns to engage people with political discussions. About 98,363 political tweets
were posted by eleven political parties during election period for self-promotion and underline their
political manifesto. Some tweets were sarcasm for other party for instance, the informal conversations by
NDA were branded as “Chai pe Charcha”, in response to veteran Congress leader Mani Shankar Aiyar's
tweeted “Modi is a chaiwala”. (Khan, 2019)Social networking sites have a great potential for “threaded
dialogues”which allow others to interact. (Kushin & Yamamoto, 2010)According to the article “The
emerging role of Social Media in Political and Regime Change by Rita Safranek, the Middle East and
North Africa region”s havewidely-recognized the use of digital media platforms for political revolution.
(Safranek, 2012)The Indian Politics witnessed a whirl of transformation in 2014 elections,its dependency
over social media to connect with people marked a critical turning point.The diversified nature of social
media and the presence of youths on this platform social media became the battleground of various
political campaigns. A Research report released by Stanford University on the Indian political parties
Twitter warfare during the 2014 general political elections mirrored that, all through the political election
season, the NDA kept up with the highest number of tweets than both the UPA and the AAP. The
Campaign Contents were characterized by triggering faith, striking nationalism, built around a series of
core ideologies, catchy slogans like “AbkiBaar Modi Sarkaar” and in 2019 the slogans like “Modi hai to
mumkinhai” grabbed the attention of the voters. Thus, these contents driven the people to participate in
political threads. The availability of Internet at fingertips on smartphones and other devices have
aggravated political engagement.
2.Branding modelof Online Political Campaigns
According to American Marketing Association, AMA Dictionary a brand is a name, term, design, symbol
or any other feature that identifies one seller’s good or service as distinct from those of other sellers.
(American Marketing Association, 2015) In Political Campaigning the concept of branding is not novel
over the last two decades it has been in vogue. Brand management in politics is a conceptual model that
promotes the strategies of a party and candidates. It seems to help out politicians and party in their
external presentation in the tumultuous times of election. For instance, Schneiderused the terms‘brand’ or
‘branding’ to refer to the political communication activities. The perspective aims to promote political
actors’by reputation management and agenda promotion.(Schneider, 2014)Scammell suggests that in
political communication branding shouldnot be understood as mere presentation of imagebut it is a value
of using branding as an analytical framework thatfocus on political actors’ “functional perceptions” as
well as the “emotional attractions”towards them. It considers “the emotional and intellectual, rational and
irrational,the big and tiny details” that all feed into people’s perceptions or brand images of
politicalactors”. (Mok & Michael Stahl, 2010)The features of social media has given political branding a
new dimension with active conversation and dialogue threads. The attributes help to create momentum,
mobilize and build reputation with high connectivity, diffusion of power, blurring boundaries and real
time conversation. (Kaul & Chaudhri, 2017)With the dramatic growth of social media it has
poweredPolitical Actors’ presentation during the election. As Aula and Heinonein (2016) explain that
reputation needs to be built on strong foundation. (Aula & Heinonen, 2016)Thus, managing the branding
paradigm has occupied a significant place in contemporary political campaigning. Online Political content
are developed on following factors:
Co-creation – Co-creation is the process of content formation through “open innovation”. (Kaul &
Chaudhri, 2017) This feature of online media facilitates the generation of new ideas through value
creating activities, the users have the flexibility to create, co-create the content and proliferate it. The
online political campaigns on Facebook and Twitter are posted, reposted, tweeted and retweeted by the
netizens that promote the political actors’.
Storytelling – Storytelling is another form of political campaigning; in this researched contents are well
organized and presented to touch the emotions of the people. A story helps in building connection and
ISSN: 2005-4238 IJAST 1075
Copyright ⓒ 2020 SERSCInternational Journal of Advanced Science and Technology
Vol. 29, No.02, (2020), pp. 1074-1081
loyalty between the party and the people.The tales were narrated during the political campaigns to
intensify an emotional appeal.Thestories of valor involving a precocious Bal Narendra was narrated in
2014 general elections. In 2019 the stories like from “Chaiwala to Chowkidar”and “Ab hoganyay”
become popular on Youtube. In 2019 Tiktok videos was extensively used. (Shashidhar, 2019)
Creating Avatars – An avatar is a computer-generated graphic, a visual representation that displays the
message with pictures. These Avatars help in cultivating online relationships.These features of social
media used by Political parties to promote themselves and communicate with people. Social Media has
created numerousopportunities to make a new paradigm in political campaigns. The general elections in
2014 and 2019 witnessed a large-scale usage of technology, open-access online platforms to connect with
people, exhibit party goals, mobilize opinions, and build a conversation with fans/followers. The Political
parties observed advantage in using these technological tools to reach out to India’s vast youth
demographic. The posts shared on their Facebook pages depict the key agenda of connecting with
people, keeping the posts grounded towards providing job opportunities, fighting chronic corruption and
restoring leadership.Political parties have recognized the potential of social media tools in connecting
with people but the contents delivered on their online platforms are more important in influencing their
opinions.(Mkrttchian, et al., 2019)
3.Content Marketing Strategy on Facebook and Twitter by BJP and Congress
Modi’s Facebook content curation strategy was well focused on ground events. The Facebook Page
Bhartiya Janta Party(BJP) has 15,634,458 followers. This page was created on May 30, 2010. The other
Facebook page of BJP All India Mission 272+Volunteers was created on January 5, 2014 has 3,811
followers. With 2,534 followers the Facebook page Abki Baar Modi Sarkar itself suggests the core
mission. Another Facebook Page Team Modi is followed by 51,029 people.Bharatiya Janta Party depicted
itselfthrough online campaigning as a strongest and more accomplished political party. The posts updated
on Facebook Page explicitly reflects the agenda focused on Development.The strategies found a radical
shift in the approach of BJP campaigning as it projected Growth and Development as the key agenda.
The Facebook Page BJP All India Mission 272+Volunteers shows their goal of winning 272+ seats in the
2014 General Elections. Most of the BJP Facebook pages were created in 2010, 2011, 2012 this
apparently presents the fact that their strategy was inclined towards connecting with people on the
platform of social networks. The party adopted a strategy of connecting people and developing an interest
in themto stay connected with their page. For instance the posts shared on the Facebook Page of Bhartiya
Janta Party(BJP) says “Share your ideas & suggestions for upcoming rallies of Shri Narendra Modi
through the Open Forums”. The Political campaigns contents strategy chiefly aimed at engaging with the
pool of fans/followers/subscribers, inspiring volunteers to engage with them and updating the Facebook
postswith a feed ‘Vote For BJP’. These types of posts paved way for actual conversion.
Typically, the contents of online Political Campaigns involve citizens voluntarily that contribute to
extrarepresentational modes of participation. An active participation not only facilitates contextualizing
the contents but also proffers the freedom of public discourse. (Anduiza, Jensen, & Jorba, 2012)
Facebook posts posted on online platforms promptly became a buzzword of all sorts of political
discussion to mobilise voters. The catchy slogans employed to target people online in 2014 on Facebook
— BJP “Bahut hua kisano par atyachaar, Abki baar Modi sarkar”. Facebook use in political campaign
during the 2014 Indian general elections was like a experiment with social media tools for political
campaigning in India. There was a substantial increase in Political Facebook Fan Pages like Campaign
for BJP 2014,Sach ka Safar 2014, General Elections 2014 Awareness Campaign, India for Clean Politics,
India Need Political Revolution in 2014, Jansamvad 2014, Aam Aadmi Party. All India Campaign, FB
Campaign for Namo 2014. The report released by Facebook revealed that “29 million people in India
made 227 million interactions in the form of posts, comments, shares, and likes were related to general
elections. This report highlighted that 13 million people engaged in 75 million interactions related to
Narendra Modi. The content posted on different Facebook pages was directed towards influencing people.
The slogan like Jagega Yuva, Badlega Bharat, Ek hi lakshya shat pratishat Bhajpa, Nach Baliye Indian
ISSN: 2005-4238 IJAST 1076
Copyright ⓒ 2020 SERSCInternational Journal of Advanced Science and Technology
Vol. 29, No.02, (2020), pp. 1074-1081
Idol Bigg Boss ke liye Vote kiya ab India ke liye Vote karo, Vote.Click.Upload and Share encouraged
people to be more participative and interact with the candidates.
The Ungli campaign launched by Social Network Vebbler with a catchy song & a platform to express
political opinions offered a platform for political engagement. The Ungli Campaign motivated people to
vote or post status related to political attitudes and opinions. The Facebook pages offered an opportunity
to people to participate in political discourse. Political Campaigns used social media like never before
along with the conventional ways of political promotion. Youtube videos posted on Facebook have a
significant in Political Campaigns of 2014 general elections. The video titled One Man Army “Narendra
modi” theatrical trailer depicted the determination of Narendra Modi, the youtube video portrayed the
idea of development of each individual with a slogan “Har Haath Shakti Har Haath Tarakki. Another
musical video webcasted, presented the theme song of BJP “Main Desh nahi Jhukne Doonga” written by
Prasoon Joshi, composed by Aditya Srivastava and Sung by Sukhiwinder Singh. BJP also released a
Video with a message “Achchhey Din Aane Waley Hain”. To foray the digital world Congress Party
released their theme song on online channel with a lyric “Bharat ke majboot Haath, Hum sab hai ek
Saath”. Another campaignof Congresson Youtube was “My Vote for Congress”. The 2019 general
elections the BJP slogan “Phirekbaar Modi Sarkar” and “Main bhiChowkidaar” started trending on
Twitter. In reply to this the slogan “Chowkidaarchorhai” was posted by Congress. The 2014 most popular
slogan was modified as “Abkibaar 400 kepaar”. The content marketing strategyin played a vital role in
political campaigning. Content marketing is a strategic marketing approach focused on creating and
distributing valuable, relevant, and consistent content that can increase brand visibility, drive traffic to
websites. (Hanlon, 2019)In the age of digital media political campaigning is driven by content marketing
strategy as it is shared and reshared on social media.
4.Literature Review
Though, research on online Political Campaigning is limited in Indian context, but the role of social
media in Political campaigns is a pressing topic. (Gueorguieva, 2008) It has been observed that in a very
short span the political parties in modern democracies across theworld have eagerly adopted social media
for engaging their constituents, entering into direct dialogueswith citizens and enabling vivid political
discussions.Social Media have developed as a forum of political campaigns at a low cost or no cost,
provided a viable outlet to candidates to divulge their messages. Taking into consideration that social
media is relatively new, and that Political Campaigning is still a newer phenomenon, the amount of
research conducted in this field is inadequate. But it has been observed that in a very short span,
politicians in modern democracies across the world have adopted the platforms of social media for
engaging their voters, entering into direct dialogs and political discourses. According to Statista (2019)
India has 300 million active users on Facebook while Twitter had 7.65 million active users in
India.(Statista, 2019)According to Google, YouTube has 245 million monthly active users in India in
2018. (Central, 2018)
According to Cambridge Dictionary -“Election Campaign is the period of time immediately before an
election when politicians try to persuade people to vote for them”.(Dictionary, 2018)Norris stated that
online platforms have proffered a public space for political deliberation and as the media are becoming
more fragmented voters are directly approached on social media. (Norris, 2000) New media seem
imperative for political campaigning as it threads the online dialogues toward the preferences of the
majority of voters. (Gerodimos & Justinussen, 2014) Online platforms have become the home to political
discourses,but it completely relies on the growing number of internet and active social media users.
(Anduiza, Jensen, & Jorba, 2012) People express themselves on social media platforms and choose to
participate in political discourses on public domain.The online political campaigns have personal
influence in politics is much more pervasive as it comes up unexpectedly as atopic of conversation.
(Lazarsfeld, Berelson, & Gaudet , 1944)Thus, social media platforms have proffered an opportunity of
direct interaction with the voters. Although it is a very recent phenomenon to engage with people on
social networking sites, but it has opened doors foruser generated content, processing through virtual
ISSN: 2005-4238 IJAST 1077
Copyright ⓒ 2020 SERSCInternational Journal of Advanced Science and Technology
Vol. 29, No.02, (2020), pp. 1074-1081
networks. (Bechmann & Lomborg, 2012) Digital media are used to higher levels of political engagement
and in shaping the opinions of millions of people. (Anduiza, Jensen, & Jorba, 2012)Online political
campaigns have multidimensionality and expanded repertoire of political engagement as it appears more
diverse than offline engagement. (Larson & Karen Geneva, 2004) The information shared on digital
media can easily be retransmitted, therefore the mobilization and reinforcement of information on
significantly shapes the opinion of people. (Hoff, 2006) The deinstitutionalized communication and user
being an active participant on digital media platform; the feeds updated by Political parties have paved
way for political discourses. The feeds on Facebook page like Links, news audio-visuals, image or
graphics can be reshared; this feature reinforces their posts. Facebook has a feature of creating a group,
host an event, invite people, engage with them as well it has a public“wall”for sharingcontents. These
features, along with wide reach and billion of usersacross the globe inspires the political parties to engage
with people andpromote themselves. (Westling, 2007)The political use ofFacebook depends upon the
facilitating and exchanging politicalinformation. Facebook has the potential to offer great opportunities
for people. (Borah, 2016)Facebook has emerged as a major tool of democratic participation, deliberation
and engagement with political parties. In this digital era, there has been the trend of updating social
networking sites. The available research points to this phenomenon of increased use of Facebook in
Political Campaigning
5.1 Objectives
The study has been carried out based on the following objectives:
(i) To examine the characteristics of Content Marketing Strategies in Political Campaign.
(ii) To examine the use of Facebook pages and Twitter handle of BJP and Congress during the
election period.
5.2 Methodology
This research analyses the politicaldiscourse surrounding the postsupdated by BJP during 2014 and 2019
general election on their Facebook Pages and Twitter handle. ThePosts shared by BJP as well as the
conversation threads were processed for analysis.The research employs a qualitative conventional content
analysis (Hsieh & Shannon, 2005), within the conceptual framework of Political Campaign Conents
Marketing Strategies to explore the stated objectives. Conventional content analysis involves coding
categories that are directly derived from the data. Research revealed a continuation of the status quo in
online campaigning, as politicians mostly replicated traditional messages and campaign modes on their
web presences while limiting engagement with users. All the available posts were classified, categorized
and coded. Here, the coding of the Facebookposts evolved from the data. On Facebook Page, BJP's
covers a diversified of contents to hook the people. The content of Facebook posts by the BJP were
categorized and coded into three categories.
The posts shared on Facebook were characterized by Proposing Models of Advancements, Fake Claims
of Opposite Party and engaging with voters’. The posts like “Ek Bharat, Shreshtha Bharat” andSabka
Saath, Sabka Vikas proposed the models of Advancement.The nationwide initiative, Mere Sapno Ka
Bharat, was shared on the Facebook page BJP All India Mission 272+Volunteers.The dialogue threads of
this post clearly exhibitsan ideafocussed on empowering the average Indian and to contribute towards
nation building. The others posts shared by BJP on its Facebook page highlighted the downfall of country
on various fronts like governance, economy, diplomacy, corruption. The posts like Bahut hui desh mein
manhghai ki maar, Abki baar Modi Sarkar or Bahut hua bhrastrachaar, abki baar Modi Sarkardescribed
how the country has been dragged downby the Congress-led UPA Government. The other Facebook post
which unequivocally targeted the Opposition Party was Nahi lootegi ki desh ko Congress iss baar, abki
baar Modi Sarkar. But the major emphasis of Facebook posts were to connect with people across the
Nation. To engage with the fans and voters several contests and campaigns were posted on the Party’s
page likeMere Sapnon ka Bharat, where the users were supposed to record and upload their vision for
India. The post states that the best entries would be honoured by getting a chance to meet Narendra
ISSN: 2005-4238 IJAST 1078
Copyright ⓒ 2020 SERSCInternational Journal of Advanced Science and Technology
Vol. 29, No.02, (2020), pp. 1074-1081
Modi. From the analysis of Content posted on Facebook page the key agenda of the posts were to make
people participate in the dialogues.To connect with new fans and followers the party shares a post
apealing existing fans to share the India 272+ mission membership link on their account and convince
their peer groups to join the party.
6.1 Analysis
In terms of social media political campaigning strategy, BJP has used an intelligent mix of digital media
and content marketing that enthralls the Voters’. BJP has created a huge community of fans, followers
and subscribers on their Facebook Page that has stormed it ahead in the race of Online Political
Camaigning. Apart from this, the content posted on its Facebook page represents that it influences the
fans/followers to re-share the posts for wider . Since the Party focus on bringing the different interactions
together on common platforms to ensure higher engagement levels. The posts revolving around Growth,
Development andGood Governance shows a seamless integration in content strategy for different
platforms. Since the posts of BJP were primarily focussedon discussing and commenting on the agenda of
BJP on public domain, it was observed through dialogue threads that some people criticize as well as
disagree with some contents posted on their page. But the huge number of conversations posted on their
Facebook feeds reflected the positive attitude towards BJP. The party actively participate in the
Conversation threads as each post shared has a reasonable connect and which drives the party’s
proposition towards growth and development.
From a plethora of Posts three codes were shortlisted for Analysis:
Nation Building Agenda – The posts shared on Facebook Page represented the agenda of BJP, primarily
focused on strengthening the governance, economy, employment, democracy and to build a corruption
free country.
Country’s plight Situation – The other posts updated on BJP’s Facebook page criticize the Opposition
Partyand highlighted the immediate and decisive action required to address the issues. The posts reflected
that the country has suffered a lot from maladministration and scams, the decision and policyparalysis
have led to a Nation’s plight.
Connecting People – The key agenda of Facebook posts in 2014 elections were to engage people by
hooking them with various contests or political discourses. The party having good number of
fans/followers engage them with various ways like live streaming of campaigns like Chai Pe Charcha or
ask them to register themselves as the volunteers on the page. The posts shared were likely to create
interaction, discussionand wider perspectives of voters. The Facebook Posts of BJP persuaded people to
share their expectations from BJP, Narendra Modi and with the next Government.
Table 1. Shows the classified Facebook posts of BJP during 2014 general elections.
Codes Analysis of Online Campaigning Posts and Dialogue Threads
Nation Building Agenda The Facebook Posts as well as dialogue threads analysed describes-
Narendra Modi as Strong Laeader, Nation needs development,
BJP=development, MODI means Man of Developing India
Country’s plight Situation Jobless Growth by the Congress-led UPA,The country should be free
from 3 Cs -Corruption, Crime and Congress
Connecting People People-Public-Private-Partnership, Seeking Advice, Suggestions,
Opinions from People, Integration with people to broaden the spectrum,
Engage with the youth and inspire them to contribute for the country’s
development.
ISSN: 2005-4238 IJAST 1079
Copyright ⓒ 2020 SERSCInternational Journal of Advanced Science and Technology
Vol. 29, No.02, (2020), pp. 1074-1081
7.1 Discussion
As Table 1. shows Facebook has provided a digital platform of online political campaigning. Taking into
account different characteristics of political campaigning content it shapes the illustration that the
relationship digital contents play a vital role in creating an image of political party . As the data, grounds
on which the online campaigning was built was exhibiting growth facts, presenting the status of the
country, highlighting the views on growth prospects. The content strategy attempts to draw attention of
people towards the pathetic condition of the country during UPA led government. As can be seen that the
Facebook page is all about real time conversation, so the party ensures public participation. The contents
unequivocally illustrate the agenda that targets the voter by even tickling the emotional instinct of the
people. Calling the tenure of UPA as a failure and displaying the drawbacks through Facebook posts
voiced opinions of people and instigated them to participate in conversation threads.The number of
peopleusing social media platform is on high and turns to be the way of influencing the political
campaigns. As the youth of this generation is highly interested in politicsand being attentive over digital
platform has transformed the picture of politics. The party live commentary of events,conducting Yuva
Quiz on a timely basis to interact with fans on Facebook shows that such type of contents fascinated the
people to interact and participate in political debates. The replies on Facebook posts are categorized in
three categories - supporting the ideas of Facebook posts by the LIKES and positive comments, others
oppose and reflect their negative attitude and some of the internet users postedGIFs, and memes in their
replies. The idea of online political campaigning content is to webcast information on a worldwide
streamand connect with people across the globe.
7.2 Conclusion
Online Political Campaigning has become an electoral phenomenon; youths have become the targets to
influence them on social media. The power of involving people in political discourse; expands the scope
of reaching people directly for online discourses. The discourse on Facebook surrounding the politics
classify Facebook page as a Media Outlet. It shows that political campaigns which have existed for a
very long time across traditional platforms. In this age of digital society and social networks, the practice
of campaigning has extended to online platforms, beyond the geographical confinements,exhibiting the
political goals to a large canvas of online platforms.Indian Politics has witnessed a whirl of
transformation over the period of time and its dependency over social media to connect with people has
expanded. The diversified nature of social media, potential to shape the opinion of million of users and as
40% of its total population constitutes of Indian youth, Indian political parties are holding to internet and
social media to connect with youth for their agenda and political events. Social media by their very
nature, pave the way for unrestrainedpolitical discourses and crowdsourcing. It has become the
battleground of various political debates and free flow of political dialogues. Observing the posts during
2014 general elections on the party’s Facebook pagesthe content posted; focused on exhibiting party
goals,influening youth and their minds over social media and highlighting the failure of Congress. They
have created a virtual battleground of Politics, the updates and feeds on various social media platforms
revolved around the strategies to win elections. Youths of this generation are highly interested in politics
and are very expressive about their opinion. Social media have proffered a platform of voice opinions; the
feeds posted by BJP on their Facebook page made an ideology to define their party goals and it would be
their loudest message. The users of social mediaare influenced by others so the policy of feeds were to
clinch the issues of people, safeguard their interests, principles of social justice, the fudging of facts by
Congress party. The content posted on Facebook pages of BJP unequivocally presents the fact that the
key objectives of the feeds were to highlight their goals, criticize the main Opposition party and
connecting with the people. The party Facebook feeds show the party engaged people by various contests
and conversation threads.
ISSN: 2005-4238 IJAST 1080
Copyright ⓒ 2020 SERSCInternational Journal of Advanced Science and Technology
Vol. 29, No.02, (2020), pp. 1074-1081
References
1. American Marketing Association. (2015). Retrieved from American Marketing Association:
https://www.ama.org/the-definition-of-marketing-what-is-marketing/
2. Anduiza, E., Jensen, M. J., & Jorba, L. (2012). Digital Media and Political Engagement Worldwide
- A Comparative Study. New York: Cambridge University Press.
3. Aula, P., & Heinonen, J. (2016). How Digitalization of Communication Is Revolutionizing
Reputation Management. Switzerland: Springer International Publishing.
4.Bechmann, A., & Lomborg, S. (2012). Mapping actor roles in social media: Different perspectives
on value creation in theories of user participation. New Media and Society.
5.Borah, P. (2016). Political Facebook Use: Campaign Strategies Used in 2008 and 2012 Presidential
Elections. Journal of Information Technology and Politics.
6.C.Fuchs. (2014). Social Media:A critical Introduction. London: Sage Publications.
7.Central, A. (2018). YouTube has 245 million monthly active users in India, expected to hit 500
million in two years. Retrieved from https://www.androidcentral.com/youtube-has-245-million-
monthly-active-users-india
8.Chopra, S. (2014). The Big Connect: Politics in the age of Social Media. Random House India.
9.Dictionary, C. (2018). London: Cambridhe University Press .
10.Foot, b. K., & Schneider, S. M. (2006). Web Campaigning (Acting with Technology). The MIT
Press.
11.Gerodimos, R., & Justinussen, J. (2014). Obama’s 2012 Facebook Campaign: Political
Communication in the Age of Like Button. Journal of Information Technology & Politics, 1-20.
12.Gueorguieva, V. (2008). Voters, MySpace, and YouTube: The impact of alternative
communication. Social Science Computer Review, 288–300. doi:10.1177/0894439307305636.
13.Hanlon, A. (2019). Digital Marketing: Strategic Planning & Integration. SAGE.
14.Hoff, J. (2006). Internet, Governance and Democracy: Democratic Transitions in Asia and
Denmark. Copenhagen: Nordic Institute of Asian Studies .
15.Kaul, A., & Chaudhri, V. (2017). Corporate Communication through Social Media- strategies for
Managing Reputation. Sage Publications Inc.
16.Khan, F. B. (2019). The Game of Votes: Visual Media Politics and Elections in the Digital Era.
SAGE PUBLICATIONS.
17.Kushin, M. J., & Yamamoto, M. (2010). "Did Social Media Really Matter? College Students' Use
of Online Media and Political Decision Making in the 2008 Election.". Mass Communication and
Society, 13:608–630. doi:10.1080/15205436.2010.516863
18.Larson, & Karen Geneva. (2004). THE INTERNET AND POLITICAL PARTICIPATION.
Georgetown University: Graduate School of Arts & Sciences.
19.Lazarsfeld, P. F., Berelson, B., & Gaudet , H. (1944). THE PEOPLE'S CHOICE. New York: Free
Press.
20.Mkrttchian, Vardan, Gamidullaeva, Leyla, , Aleshina, & Ekaterina. (2019). Avatar-Based Models,
Tools, and Innovation in the Digital Economy. IGI GLOBAL.
21.Mok, K., & Michael Stahl. (2010). Politische Kommunikation heute: Beiträge des 5. Düsseldorfer
Forums. Frank & Timme GmbH.
22.Norris, P. (2000). A Virtuous Circle: Political Communications in Postindustrial Societies.
Cambridge University Press.
23.Safranek, R. (2012). The Emerging Role of Social Media in Political and Regime Change.
ProQuest Discovery Guides, 1-14. Retrieved January 04, 2019, from
http://www.databank.com.lb/docs/The%20Emerging%20Role%20of%20Social%20Media%20in
%20Political%20and%20Regime%20Change%20-2012.pdf
24.Schneider, H. (2014). Branding in Politics—Manifestations, Relevance and Identity-Oriented
Management. Journal of Political Marketing, Volume 3( Issue 3), 41-67.
ISSN: 2005-4238 IJAST 1081
Copyright ⓒ 2020 SERSCInternational Journal of Advanced Science and Technology
Vol. 29, No.02, (2020), pp. 1074-1081
25.Shashidhar, A. (2019, April 09). Lok Sabha election 2019: Political parties looking beyond
traditional campaign methods. Business Today.
26.Statista. (2019). Leading countries based on number of Facebook users as of January 2019 (in
millions). The Statistical Portal. Retrieved February 08, 2019, from
https://www.statista.com/statistics/268136/top-15-countries-based-on-number-of-facebook-users/
27.Statista. (2019). Leading countries based on number of Twitter users as of January 2019 (in
millions). The Statistical Portal. Retrieved from
https://www.statista.com/statistics/242606/number-of-active-twitter-users-in-selected-countries/
28.Westling, M. (2007). Expanding the public sphere: Theimpact of Facebook on political
communication. Researchgate. Retrieved 02 14, 2019, from
https://www.researchgate.net/publication/265477226_Expanding_the_Public_Sphere_The_Impac
t_of_Facebook_on_Political_Communication
ISSN: 2005-4238 IJAST 1082
Copyright ⓒ 2020 SERSCYou can also read
