Political Marketing on Social and Mobile Media

This book explores how social and mobile media have been used in political campaigns since 2008, examining how social media are already being implemented as well as how these types of messaging platforms might be used in the future.

Chapters in this book discuss how social and mobile media are becoming imperative when marketing a candidate's image, distributing messages, fundraising, and getting out the vote. While some chapters delve into a particular candidate's campaign, others discuss several campaigns in light of a particular political objective. Authors also discuss the use of political messaging and its possible role in political polarization through misinformation and interference. In particular, the book seeks to demonstrate a greater reliance on social and mobile media for political messaging, thus ushering in a possible new marketing paradigm.

This book will interest researchers and students in the areas of political communication, political science, government, public affairs, and social and digital media.