Grassroots Campaigning Via Social Media - 7406 Words

Grassroots Campaigning via Social Media: Mobilization and Fundraising on Facebook Abstract: While recent studies examine social media adoption by politicians, this study follows in the path of Gainous and Wagner (2014) by examining the content of social media communications from U.S. Senators and candidates for the Senate. We develop a marketing-based theory to explain which candidates are more likely to use social media for mobilization and fundraising. Through content analysis of over 15,000 Facebook posts made by candidates for the U.S. Senate, our analysis provides insight into the determinants of grassroots behavior on social media. We find that grassroots campaigning more commonly among challengers and Tea Party candidates who lack the name recognition and resources of more established candidates. Additionally, race characteristics, such as competitiveness and the relative positioning of candidates, influences social media posting strategies, with candidates in competitive races and candidates trailing their opponent more actively engaging in online grassroots campaig ning. Social media platforms are among the most visited websites in the United States, comprising three of the top 10 most frequented sites as of February 2015 (YouTube #2, Facebook #3, and Twitter #7). Given their widespread use among the public, it is not surprising that nearly every member of Congress and would-be legislator has a social media presence. These politicians provideShow MoreRelatedThe Evolution Of Presidential Campaigns2261 Words   |  10 PagesThe Evolution of Presidential Campaigns and Government-Media Relations The media has always played an important role in the President’s relationship with the public, but just what kind of affect does it really have on the executive office? The first televised presidential debate in 1960 between John F. Kennedy and Richard Nixon marked the beginning of a new era – the inaugural shift of the media’s role in politics. Since that time, the media has continued to transform the way the president is perceivedRead More Ensuring Freedom by Preserving the Values of Trade Unions Essays3412 Words   |  14 Pagesincreasing corporate domination of politics; and auguring exploitation of workers throughout the world. However, a significant portion of freedoms, to which Americans have become accustomed, would be greatly diminished or non-existent without the social values that are embodied by organized labor. Evidence suggests that employers seldom behave democratically without the mandate of a higher authority such as the government or a union. It is no wonder that workplace dictatorships are becoming aRead MoreComment on How Changes in Macro and Market Environment Forces Impact on the Level of Competition in an Industry.18606 Words   |  75 PagesPART 2 Marketing Analysis 3 4 5 6 7 8 The marketing environment Understanding consumer behaviour Understanding organizational buying behaviour Understanding marketing ethics and corporate social responsibility Marketing research and information systems Market segmentation and positioning 72 108 145 180 216 259 CHAPTER â€Å" Change is the only constant. 3 1 2 3 4 5 A. TOFFLER † The marketing environment LEARNING OBJECTIVES After reading this chapter, you should be able to: describeRead MoreInternational Management67196 Words   |  269 PagesManager: Erin Melloy Buyer: Kara Kudronowicz Design Coordinator: Margarite Reynolds Cover Designer: Studio Montage, St. Louis, Missouri Cover Images: Top to bottom,  © Mark Downey/Getty Images; Jacobs Stock Photography/Getty Images;  © Goodshoot/PunchStock Media Project Manager: Balaji Sundararaman Compositor: Aptara ®, Inc. Typeface: 10/12 Times Roman Printer: Quad/Graphics All credits appearing on page or at the end of the book are considered to be an extension of the copyright page. Library of Congress Cataloging-in-PublicationRead MoreBhopal Gas Disaster84210 Words   |  337 Pagesrenewed their campaign to both get justice for the survivors as well as cleaning up of the hazardous waste. This compilation of selected news stories covering the last four years is a small effort to highlight this campaign as reported by the mainstream media. For an in-depth understanding of the issues see www.indiaenvironmentportal.org.in/indepth/term/2542. A comprehensive collection of these up-to-date news clippings, research papers, lab studies, reports, documents, opinions and court judgments etc