Sustainable Political Social Media Marketing: Effects of Structural Features in Plain Text Messages

Cited 1 time in webofscience Cited 0 time in scopus
  • Hit : 144
  • Download : 77
The success of Barack Obama's 2008 U.S. presidential campaign led politicians and voters all over the world to pay attention to social media. Including Donald Trump for his upcoming 2020 re-election, many politicians around the world have used social media for their political campaigns. While some social media can deliver information in various forms (i.e., video, audio, and interactive content), some popular ones, such as Twitter, are still focused mostly on plain text messaging. With political marketing using simple text messages via social media, there is a need to examine ways of creating messages that ultimately help shape voters' perception of politicians and eventually win the election. Based on communication science, this study attempts to test the limited capacity model of motivated mediated message processing by examining whether this model can be applied to the simplest form of mediated message, which is plain text. In order to do so, structural features of text messages exchanged on social media engaged in political campaigns, namely linguistic formality and network-mediated human interactivity, are manipulated in an experiment. Findings suggest that linguistic formality and human interaction in plain text messages influence perceived friendliness, truthfulness, and dependability of the message source (politicians), as well as the receivers' (constituents') behavioral intent to vote for the message source in an upcoming election. This implies that politicians should pay more attention on sustainable political marketing through appropriate manipulation of structural features in social media messages.
Publisher
MDPI
Issue Date
2020-08
Language
English
Article Type
Article
Citation

SUSTAINABILITY, v.12, no.15

ISSN
2071-1050
DOI
10.3390/su12155997
URI
http://hdl.handle.net/10203/276081
Appears in Collection
MT-Journal Papers(저널논문)
Files in This Item
000559004800001.pdf(697.78 kB)Download
This item is cited by other documents in WoS
⊙ Detail Information in WoSⓡ Click to see webofscience_button
⊙ Cited 1 items in WoS Click to see citing articles in records_button

qr_code

  • mendeley

    citeulike


rss_1.0 rss_2.0 atom_1.0