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CC BY V4.0, Open Access
Journal article
Political social media marketing: a systematic literature review and agenda for future research
Electronic commerce research, Vol.25(2), pp.741-776
2025
Abstract
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 AustraliaSanjit K. Roy - The University of Western AustraliaJennifer Lees-Marshment - University of AucklandBidit L. Dey - Brunel University of LondonSyed S. Muhammad - Brunel University of LondonSatish 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
- Copyright
- © The Author(s) 2023
- Murdoch Affiliation
- Murdoch Business School
- Language
- English
- Resource Type
- Journal article
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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