https://www.researchgate.net/publication/339927791_Content_Marketing_Strategies_in_Online_Political_Campaigning_in_India
Abstract
Research from all over the world over the past decades show an increasingly positive relationship between the 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. Indian political system has also witnessed a deeper transformation in the democratic process 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 that originated and manifested on the Internet during the 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 the structure of political campaigns within Twitter and Facebook. Findings include a 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.
