Title: The impact of social media and news media on political marketing: an empirical study of 2014 Indian General Election

Authors: M.D. Safiullah; Pramod Pathak; Saumya Singh

Addresses: Chanakya National Law University, Patna-800001, Bihar, India ' Department of Management Studies, Indian Institute of Technology (ISM), Dhanbad Jharkhand-826004, India ' Department of Management Studies, Indian Institute of Technology (ISM), Dhanbad Jharkhand-826004, India

Abstract: Elections witness the popularity and impact of social media worldwide. In 2014, Indian General Elections, Primetime News and Twitter were extensively used for the election campaign. Their comparative importance in party/candidate endorsement during the election is yet to examine. Present study analyses Primetime News and Twitter buzz effectiveness in vote gained. This study also attempted to measure the predictive power of Primetime News and Twitter buzz for the Indian Parliamentary election, 2014. For data analysis, regression analysis technique with root mean square error has been applied. Present studies suggest that there is a relationship but not significant between Twitter buzz and political party vote share. Whereas, Primetime News found a strong and significant relationship with vote gains and indicate high predictive power than Twitter.

Keywords: political advertising; social media; Primetime News; election prediction; political marketing; political communication.

DOI: 10.1504/IJBEX.2022.122765

International Journal of Business Excellence, 2022 Vol.26 No.4, pp.536 - 550

Received: 13 Sep 2019
Accepted: 09 Nov 2019
Published online: 10 May 2022 *

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