Influence of Social Media on Electorate’s Perception towards Political Party and Its Brand Building

Dr. Kapil Jain, Dr. Milind Bapna, Dr. Amit Garg, Dr. Jyoti Jain
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Abstract

India is one of the world's largest democratic nations, which implies that people get elected to positions of authority via a competitive election process. As a result, politicians must demonstrate to people what they have in store (manifesto) for them and why they should choose/vote for them. Without using the tools of political marketing, it will be challenging task for the political parties to communicate with the electorates. To connect with the electorates, campaigners utilize political marketing using various ways of social media. The present research is aimed to discuss the role of social media in political brand building. Further, the study also examines influence of social media on electorate’s perception towards political party considering selected demographic characteristics. . It is observed in the study that there is an important role of social media in the brand building of any political party. In current scenario, political marketing is viewed by theorists as a market in which a product is exchanged between politicians and electorate/ voters. This product might be philosophy, manifestos, or a commitment made by political candidates to enhance the electorate's living conditions. Further, the study also revealed that demographic profile of the electorates plays significant role in most of the cases (gender, occupation, qualification, residential area) except age only, which indicates that the influence of social media on electorate’s perception towards political party is not same for all demographic characteristics. Therefore, political parties need to consider the demographic characteristics of the electorates while developing brand building
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社交媒体对选民对政党的看法及其品牌建设的影响
印度是世界上最大的民主国家之一,这意味着人们通过竞争性的选举程序被选入权力机构。因此,政治家们必须向人民展示他们为人民准备了什么(宣言),为什么人民应该选择/投票给他们。如果不使用政治营销工具,政党与选民沟通将是一项具有挑战性的任务。为了与选民建立联系,竞选人员会利用各种社交媒体进行政治营销。本研究旨在讨论社交媒体在政治品牌建设中的作用。此外,本研究还考虑了选定的人口特征,探讨了社交媒体对选民对政党看法的影响。.研究发现,社交媒体在任何政党的品牌建设中都发挥着重要作用。在当前形势下,政治营销被理论家视为政治家与选民/选民之间交换产品的市场。这种产品可能是理念、宣言或政治候选人为改善选民生活条件而做出的承诺。此外,研究还发现,除年龄外,选民的人口统计特征在大多数情况下(性别、职业、学历、居住地)都起着重要作用,这表明社交媒体对选民对政党的看法的影响并不是针对所有人口统计特征的。因此,政党在发展品牌建设时需要考虑选民的人口特征。
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