A digital triumph political marketing and the use of social media in the Maltese political scenario

Abstract

Purpose – The purpose of this dissertation is to explore the effect social media has on political marketing campaigns. Design/methodology/approach – Qualitative interviews were conducted to obtain an introspective view from politically exposed persons; and a quantitative survey to gain insight about the use of social media for political reasons from the electorate perspective. The April 2015 Spring Hunting Referendum campaign was taken as a reference campaign. Findings – The results suggest that social media is a popular medium for political marketing, but its true potential is still not being reached/utilised, as online participation in civic and political matters is still locally underused. Research limitations/implications – Research of a political nature may limit research participants from participating or to be honest about one‟s opinions. Current political affairs may also have affected results. Practical implications – The results can offer future political campaigners a clearer idea on the potential of campaigning on social media, thus targeting better their potential audience. Originality/value – The use of social media in Maltese political marketing has never been thoroughly researched. Future campaigners can use this research to learn more which tactics can be used to establish an effective online political marketing campaign.