Title: Political party's fan page posts and online engagement on Facebook

Authors: Manpreet Kaur; Rajesh Verma

Addresses: Mittal School of Business, Lovely Professional University, India ' Mittal School of Business, Lovely Professional University, India

Abstract: The substantial growth in the social media user base has transformed the way of information dissemination from traditional mass media to new media especially for political purpose. The present study aimed to analyse the impact of political party's fan page posts on their online engagement. A descriptive research design is used on extracted 1,555 posts from official Facebook pages of two major national parties of India using access token in R software, analysed through ANOVA. The results revealed the significant impact of media type, post valence, content type, posting day on political engagement in terms of likes, comments and shares whereas, posting time has an insignificant impact on getting likes and comments. The results of the study are relevant to the theory of information dissemination and will contextually contribute to the literature. The findings will provide valuable and directly applicable implications for social media marketing along with assistance to political actors and practitioners while making new media strategies.

Keywords: media type; post valence; content type; posting day and time; online engagement.

DOI: 10.1504/IJIMA.2021.115421

International Journal of Internet Marketing and Advertising, 2021 Vol.15 No.3, pp.243 - 259

Received: 01 Jun 2019
Accepted: 04 Dec 2019

Published online: 25 May 2021 *

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