SOCIAL MEDIA IN MANAGING POLITICAL ADVERTISING: A STUDY OF INDIA

Social Media has become an important tool of opinion formation in this technology driven age and marketing managers have realised its significance. With political arena behaving like a customer driven market, uses of marketing technologies are increasingly being used for competitive advantage. Social Media has proved to a useful tool. Marketing political parties are evident in the recent election in India. The present paper explores the implication of twitter on political marketing by studying the relationship between tweet followers and vote share gained by political parties taking Delhi Assembly elections 2015 as a case in point. The findings suggest that there is a positive correlation between the volume of tweet and vote share.