TY - JOUR
T1 - Social media in politics
T2 - how to drive engagement and strengthen relationships
AU - Abid, Aman
AU - Harrigan, Paul
AU - Wang, Shasha
AU - Roy, Sanjit K.
AU - Harper, Tauel
N1 - Publisher Copyright:
© 2022 Westburn Publishers Ltd.
PY - 2023
Y1 - 2023
N2 - Marketing researchers have devoted considerable attention to marketer-generated content (MGC), social media engagement behaviour (SMEB) and online relationships. Prior studies, however, do not integrate these critical elements of social media marketing. Our study, which is underpinned in the Elaboration-Likelihood Model, offers evidence that MGC leads to SMEB, which has a positive impact on relationship quality. A sequential explanatory mixed-methods study, which comprises a content analysis of the official Facebook pages of American political parties and semi-structured interviews with voters who engage with political MGC, reveals that peripheral cues are the primary drivers of SMEB. Based on the quantitative and qualitative evidence, we demonstrate that shares are a higher-involvement activity than likes. We recommend that political marketers should rely on distinct sets of MGC cues to elicit shares and likes.
AB - Marketing researchers have devoted considerable attention to marketer-generated content (MGC), social media engagement behaviour (SMEB) and online relationships. Prior studies, however, do not integrate these critical elements of social media marketing. Our study, which is underpinned in the Elaboration-Likelihood Model, offers evidence that MGC leads to SMEB, which has a positive impact on relationship quality. A sequential explanatory mixed-methods study, which comprises a content analysis of the official Facebook pages of American political parties and semi-structured interviews with voters who engage with political MGC, reveals that peripheral cues are the primary drivers of SMEB. Based on the quantitative and qualitative evidence, we demonstrate that shares are a higher-involvement activity than likes. We recommend that political marketers should rely on distinct sets of MGC cues to elicit shares and likes.
KW - Elaboration-Likelihood model
KW - marketer-generated content
KW - political marketing
KW - relationship marketing
KW - SMEB
KW - Social media
UR - http://www.scopus.com/inward/record.url?scp=85138439278&partnerID=8YFLogxK
U2 - 10.1080/0267257X.2022.2117235
DO - 10.1080/0267257X.2022.2117235
M3 - Article
AN - SCOPUS:85138439278
SN - 0267-257X
VL - 39
SP - 298
EP - 337
JO - Journal of Marketing Management
JF - Journal of Marketing Management
IS - 3-4
ER -