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Social Media as a Marketing Tool for Political Purpose and Its Implications on Political Knowledge, Participation, and Interest

Social Media as a Marketing Tool for Political Purpose and Its Implications on Political Knowledge, Participation, and Interest

Rakesh Naidu Ganduri, E. Lokanadha Reddy, T. Narayana Reddy
Copyright: © 2020 |Volume: 10 |Issue: 3 |Pages: 13
ISSN: 2156-1753|EISSN: 2156-1745|EISBN13: 9781799807711|DOI: 10.4018/IJOM.2020070102
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MLA

Ganduri, Rakesh Naidu, et al. "Social Media as a Marketing Tool for Political Purpose and Its Implications on Political Knowledge, Participation, and Interest." IJOM vol.10, no.3 2020: pp.21-33. http://doi.org/10.4018/IJOM.2020070102

APA

Ganduri, R. N., Reddy, E. L., & Reddy, T. N. (2020). Social Media as a Marketing Tool for Political Purpose and Its Implications on Political Knowledge, Participation, and Interest. International Journal of Online Marketing (IJOM), 10(3), 21-33. http://doi.org/10.4018/IJOM.2020070102

Chicago

Ganduri, Rakesh Naidu, E. Lokanadha Reddy, and T. Narayana Reddy. "Social Media as a Marketing Tool for Political Purpose and Its Implications on Political Knowledge, Participation, and Interest," International Journal of Online Marketing (IJOM) 10, no.3: 21-33. http://doi.org/10.4018/IJOM.2020070102

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Abstract

Social media usage is one of the most popular online activities these days. In 2018, it is estimated that 2.65 billion people were using social media worldwide and these numbers are expected to reach almost 3.1 billion by 2021, the majority of whom are young people. With some notable exceptions, there are few studies that have been undertaken in the field of politics and social media. This study examines how usage of social media for political purpose influences the voting behavior of the voter in this realm. The authors test the proposition that using social media for political use offers a new pathway to their political participation, interest, and knowledge using path analysis. Results demonstrate that political use of social media impacted both levels of and growth in traditional political participation, interest, and knowledge during the 2019 election.

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