Communicating with Voters on YouTube: Content Analysis of the Relationship Between Advertisement Message Characteristics and Viewers’ Responses

Author:

Sohal Seerat1,Kaur Harsandaldeep2

Affiliation:

1. Research Scholar, Department of Commerce, Guru Nanak Dev University, Amritsar, Punjab, India.

2. Assistant Professor, Department of Commerce, Guru Nanak Dev University, Amritsar, Punjab, India.

Abstract

The present study is an endeavour to broaden the research on the use of social media websites in political campaigns beyond the ambit of developed countries. This article focuses on scrutinizing the role of YouTube during 2014 Indian Parliamentary elections—the first ‘social media’-based elections in India. The methodology of data collection incorporates the content analysis of 147 YouTube-based audio–visual political advertisements, associating the message characteristics (natures, types and appeals) with message reach (number of views) and viewer engagement (types of comments). The results reveal the failure of the viewers to recognize the association between message reach and viewers’ engagement with message characteristics, confirming the ‘marginal’ use of YouTube. However, the study recommends the incorporation of contemporary, Internet-based social media advertising tools along with the traditional tools in the future political marketing campaigns. This article is instrumental for political marketers and consultants in devising political marketing strategies.

Publisher

SAGE Publications

Subject

Organizational Behavior and Human Resource Management,Industrial relations,Business and International Management

Cited by 3 articles. 订阅此论文施引文献 订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献

1. YouTube Videos on the Achievements of Presidential Candidates: Sentiment and Content Analysis;Journal of Political Marketing;2023-04-23

2. Video advertising: Using YouTube analytics for the target audience;Journal of Information Technology Teaching Cases;2022-04-17

3. Political Communication of Social Media: 31 March 2019 Local Elections YouTube Ads Analysis;Türkiye İletişim Araştırmaları Dergisi/26306220;2022-01-17

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