Aman Abid

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.

While artificial intelligence (AI) requires business model innovation, it simultaneously poses persistent operational, regulatory and strategic challenges, highlighting the importance of researching AI adaptation to appropriate organizational value. AI adaptation is not monolithic, and its nature and consequent value appropriation processes may vary due to external factors and an organization's strategic approach to innovation and resource management. Accordingly, a taxonomy of AI adaptation and its link with value appropriation can yield a theoretical understanding and practical implications of why and how organizations vary in leveraging strategic human resource management to shape business innovation led by AI adaptation. In this paper, we address this issue by applying adaptive structuration theory and conducting interviews with top management personnel from 51 companies based in India. Based on our findings, we develop a novel taxonomy of AI adaptation (exploitive, exploratory, emancipatory and expedient), structured within a 2 x 2 matrix and a robust model of value appropriation within a dynamic business environment.

Marketing researchers have devoted considerable attention to marketer-generated content (MGC), social media engagement behaviour (SMEB) and online relationships. Prior studies, however, do not integrate these critical elements of social media marketing. Our study, which is underpinned in the Elaboration-Likelihood Model, offers evidence that MGC leads to SMEB, which has a positive impact on relationship quality. A sequential explanatory mixed-methods study, which comprises a content analysis of the official Facebook pages of American political parties and semi-structured interviews with voters who engage with political MGC, reveals that peripheral cues are the primary drivers of SMEB. Based on the quantitative and qualitative evidence, we demonstrate that shares are a higher-involvement activity than likes. We recommend that political marketers should rely on distinct sets of MGC cues to elicit shares and likes.

This study explores young voters' perception of social media use and activities of political brands in light of their general apathy towards traditional politics. Focus groups were conducted with young voters to collect data. Relationship Marketing Orientation served as the study's underpinning theoretical framework. Findings suggest that young voters perceive that mainstream political brands are not utilising social media to build online relationships. However, smaller political brands enjoyed a positive perception. This was due to them excelling on the dimensions of bonding, trust and shared values. The research provides executable recommendations to political brands and their social media teams. The research also identifies and proposes 'customer education' as the eighth dimension of relationship marketing orientation.

Purpose
The purpose of this paper is to test the influence of various content cues and characteristics on the followers’ online expressions of relationship quality. Second, the research aims to understand the moderating effects of content curation.

Design/methodology/approach
The sample comprised of 100 posts and 29,000 comments that were sourced from the Facebook pages of the Democratic Party and the Republican Party. The content was coded using the prior literature. Comments were manually coded using a deductive approach and captured the dimensions of relationship quality. Multiple regression was used to confirm the hypotheses.

Findings
Visuals, content popularity, volume of comments and content’s length have a positive effect on voters’ expressions of relationship quality. However, source credibility, argument quality, valence and interactivity did not have an impact. Additionally, content curation negatively moderated the effects of length and interactivity on expressions of relationship quality.

Practical implications
The findings emphasise the use of peripheral cues rather than the central route. Curating interactive and lengthy content should be avoided, however, curation of images and videos is well received.

Originality/value
The research contributes to the literature by understanding the role of marketer-generated content in building online relationships. Additionally, it explores the distinct impacts of created and curated content.

The relationship that develops between voters and political entities on social media is under-researched. This study offers insight into this contemporary phenomenon by exploring the factors that initiate and drive social media-enabled voter relationships. Data were collected by conducting three focus groups with young voters. Uses and gratifications theory was used to explore the motivations that stimulate young voters to follow political entities on social media. Secondly, the drivers of the resulting relationship were explained using the concept of the psychological contract. Lastly, the various online interactions that underpin this relationship were investigated using the concept of service-dominant orientation. The findings reveal that social, informational and entertainment gratifications are the primary initiators of this relationship. Further, developmental, individuated, relational and ethical interactions fortify online voter relationships. However, a lack of trust, unmet expectations and an absence of individuated interactions are major challenges. The study recommends humanising politicians through social and emotional content, along with an educational approach towards social media marketing. (C) 2020 Australian and New Zealand Marketing Academy. Published by Elsevier Ltd. All rights reserved.