Political social media marketing: a systematic literature review and agenda for future research

Aman Abid; Sanjit K. Roy; Jennifer Lees-Marshment; Bidit L. Dey; Syed S. Muhammad; Satish Kumar

doi:10.1007/s10660-022-09636-7

Back

Political social media marketing: a systematic literature review and agenda for future research

Journal article

Open access

Peer reviewed

Political social media marketing: a systematic literature review and agenda for future research

Aman Abid, Sanjit K. Roy, Jennifer Lees-Marshment, Bidit L. Dey, Syed S. Muhammad and Satish Kumar

Electronic commerce research, Vol.25(2), pp.741-776

2025

DOI: https://doi.org/10.1007/s10660-022-09636-7

Files and links (1)

pdf

Published1.08 MBDownload View

CC BY V4.0, Open Access

Abstract

Business

Business & Economics

Management

Social Sciences

We focus on political marketing and conduct a systematic literature review of journal articles exploring political marketing on social media. The systematic literature review delineates the current state of political social media marketing literature. It spans six databases and comprises sixty-six journal articles published between 2011 and 2020. We identify and categorize the variables studied in the literature and develop an integrative framework that links these variables. We describe the research themes that exist in the literature. The review demonstrates that the field is growing. However, the literature is fragmented, along with being predominantly based in the US context. Conceptual and theoretical shortcomings also exist. Moreover, the literature ignores pertinent contemporary topics such as co-creation, influencer marketing, and political advertising on social media. Nevertheless, a nascent domain with growing practical significance, political social media marketing provides various exciting avenues for further research, which we outline in this study.

Details

Title: Political social media marketing: a systematic literature review and agenda for future research
Authors/Creators: Aman Abid (Author) - The University of Western Australia
Sanjit K. Roy - The University of Western Australia
Jennifer Lees-Marshment - University of Auckland
Bidit L. Dey - Brunel University of London
Syed S. Muhammad - Brunel University of London
Satish Kumar - Indian Institute of Management Ahmedabad
Publication Details: Electronic commerce research, Vol.25(2), pp.741-776
Publisher: Springer Nature
Number of pages: 36
Identifiers: 991005855089007891
Murdoch Affiliation: Murdoch Business School
Language: English
Resource Type: Journal article

Metrics

2 File views/ downloads

10 Record Views

13 Times Cited - Web of Science

InCites Highlights

These are selected metrics from InCites Benchmarking & Analytics tool, related to this output

Collaboration types: Domestic collaboration; International collaboration
Citation topics: 6 Social Sciences; 6.185 Communication; 6.185.184 Media and Politics
Web Of Science research areas: Business; Management
ESI research areas: Economics & Business