Sustainability | Free Full-Text | Sustainable Political Social Media Marketing: Effects of Structural Features in Plain Text Messages


The success of Barack Obama’s 2008 U.S. presidential marketing campaign led politicians and voters all around the world to concentrate to social media. Together with Donald Trump for his upcoming 2020 re-election, many politicians around the globe have used social media for his or her political campaigns. Whereas some social media can ship info in numerous kinds (i.e., video, audio, and interactive content material), some standard ones, comparable to Twitter, are nonetheless centered totally on plain textual content messaging. With political advertising and marketing utilizing easy textual content messages through social media, there’s a want to look at methods of making messages that finally assist form voters’ notion of politicians and finally win the election. Primarily based on communication science, this examine makes an attempt to check the restricted capability mannequin of motivated mediated message processing by analyzing whether or not this mannequin will be utilized to the only type of mediated message, which is obvious textual content. So as to take action, structural options of textual content messages exchanged on social media engaged in political campaigns, particularly linguistic formality and network-mediated human interactivity, are manipulated in an experiment. Findings recommend that linguistic formality and human interplay in plain textual content messages affect perceived friendliness, truthfulness, and dependability of the message supply (politicians), in addition to the receivers’ (constituents’) behavioral intent to vote for the message supply in an upcoming election. This means that politicians ought to pay extra consideration on sustainable political advertising and marketing by way of applicable manipulation of structural options in social media messages.
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