Networked political brands: consumption, community and political expression in contemporary brand culture

Billard, Thomas J; Moran, Rachel E.

doi:10.1177/0163443719867301

Cited by 4 publications

(3 citation statements)

References 51 publications

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“…Social media and political relationship marketing [44] 8. Social media and political branding [18] 9. User-generated content [17] 10.…”

Section: Approach Towards Political Social Media Marketingmentioning

confidence: 99%

“…Donald Trump's branding strategy has received substantial attention [18,79,101]. Studies highlight that social media are transforming political branding, which is becoming a co-created, technology-driven phenomenon as demonstrated by the rise of Donald Trump and 'cyber political brands' in the EU [18,70]. The research on political brand communities shows that communities devoted to lower-tier candidates are dense and exhibit greater reciprocity [70].…”

Section: Social Media and Political Brandingmentioning

confidence: 99%

“…The research on political brand communities shows that communities devoted to lower-tier candidates are dense and exhibit greater reciprocity [70]. Further, brand communities play an important role in political co-branding [18]. Other studies demonstrate that the behavior towards political brands on social media is different from that towards commercial brands [20,71].…”

Section: Social Media and Political Brandingmentioning

confidence: 99%

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Political social media marketing: a systematic literature review and agenda for future research

Abid

Lees‐Marshment

Dey

et al. 2023

Electron Commer Res

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We focus on political marketing and conduct a systematic literature review of journal articles exploring political marketing on social media. The systematic literature review delineates the current state of political social media marketing literature. It spans six databases and comprises sixty-six journal articles published between 2011 and 2020. We identify and categorize the variables studied in the literature and develop an integrative framework that links these variables. We describe the research themes that exist in the literature. The review demonstrates that the field is growing. However, the literature is fragmented, along with being predominantly based in the US context. Conceptual and theoretical shortcomings also exist. Moreover, the literature ignores pertinent contemporary topics such as co-creation, influencer marketing, and political advertising on social media. Nevertheless, a nascent domain with growing practical significance, political social media marketing provides various exciting avenues for further research, which we outline in this study.

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“…Social media and political relationship marketing [44] 8. Social media and political branding [18] 9. User-generated content [17] 10.…”

Section: Approach Towards Political Social Media Marketingmentioning

confidence: 99%