DEPARTMENT OF MANAGEMENT STUDIES,

NALSAR UNIVERSITY

REPORT ON SEMINAR COURSE-2

ANALYSING ANDHRA PRADESH ELECTION 2019 USING SELECT

POLITICAL MARKETING MODEL
BY

MAMIDALA NIHEETH,

MBA 19-21

ROLL NO.-25

SUBMITTED TO

MS.BIGNYA PATNAIK

ASSISTANT PROFESSOR,

INSTRUCTOR OF SEMINAR COURSE 2

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 TABLE OF CONTENTS
CHAPTER NO. PARTICULARS PAGE NO.

1 INTRODUCTION 3

2 RESEARCH 3,4
OBJECTIVES, GAPS
&QUESTIONS

3 LITERATURE 4
REVIEW

4 THEORITICAL 5
FRAMEWORK

5 RESEARCH DESIGN 6
&METHODOLOGY

6 DATA ANALYSIS 7

7 REFERENCES 10

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INTRODUCTION

In this rapidly changing world people are more concerned about politicians and information
regarding to them and lot of debates going in grocery stores, workplaces this requires
intervention of private players more than elected officials, so political marketing helps political
candidates and parties to communicate their personal traits and policies to the voters and
motivate them to vote. There are lots of transformations going in politics and spending on
politics has been increased and that to in nontraditional forms and social media it has been
increased widely. If we see the example of George Floyd in America recently the companies who
are neutral on political matters also opposing government policies and officials to showcase that
they are with people, these are the rapid transformations taking place in politics (Korschun,
2020). The principles and procedures of marketing used in election campaigns by the various
political parties and candidates is known as political marketing. Procedures used are planning
and execution of the election campaigns to attract the voters to vote for their party and to get into
power by meeting the expectations of voters (Newman, 1999).

RESEARCH OBJECTIVES

 To find out the degree to which social media users are impacted by digital political
campaigns running in widely used social media platforms like twitter, Facebook,
instagram and YouTube.

 To know by proper communicating the manifesto policies into public through social media
can any party come into power?
 To emphasize the power of political precedence in building strong sympathy and confidence
in voters
 To know how political marketing agencies help the parties in winning the elections and how
they design election campaigns for the party and how they help party in making speeches for
them
 To evaluate political marketing as the relevance of spreading political information

 To understand the concept of political marketing and how it is used through different
forms

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 RESEARCH GAP
 This study aims to find out the influence of social media marketing on voter behavior
that to in the Indian context (Andhra Pradesh assembly elections, 2019) as most of the
researches are based on Europe and American context.

RESEARCH QUESTIONS

 What is the voting behavior of voters in Andhra Pradesh?

 What type of social media platforms are used for communicating political
information in Andhra Pradesh assembly elections?

 What is political marketing and how it is used in various parts of the world?

 How social media in political marketing is going to influence voting behavior?

 What is the perception of voters towards political marketing?

LITERATURE REVIEW

As the internet usage is increasing day by day and social media platforms like Facebook,
instagram and YouTube are playing important roles in political life in the societies. Citizens are
using these platforms to discuss, debate about the policies of government and about their favorite
political parties and to criticize their opponents, this is encouraging the political candidates and
parties to use social media platforms as tool to promote their policies and convey information to
voters (saifuddin ahmed, 2016). Many studies have done to know the importance of social
media on election campaigning and how it is used as an additional tool to communicate with
voters but it is not purely a game changer, how twitter with an access of only 140 characters
influence the voters and some studies suggest that party and resources used for campaign are the
main factors that drive voters to follow the party and candidates but not the urban constituency
and the age of the party candidate (Jeff Gulati, 2010). Some researches are done to find out
whether social media platforms are just being used for enjoyment or are there any information
sharing is happening in these platforms or there any sharing of political information is happening
about the government policies and candidate traits (Homero Gil de Zúñiga, 2012). Most of the
studies are done to find out the relationship between participation and election activities and
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some others have included social welfare activities and participating in protests but with
introduction of new technologies participation has changed drastically in the voters (Zukin,
2006).

THEORITICAL FRAMEWORK

This paper covers how voters are affected by online Medias and how voter participation is
increased in order to find out the voter participation in online we compared theories related to
offline voter participation. We wanted to see whether online components are meeting the
requirements of offline participation or them different from offline. As there are many ways in
offline participation to participate but in online they are limited to some ways like tweeting and
tagging. So in this paper we have analyzed some theories to relate them, (Jan Teorell, 2007) has
proposed a good model for voter participation in their paper they have considered (Henry E.
Brady, 1999) definition of political participation is an action performed by the voters with the
influence of political outcomes, so (Jan Teorell, 2007) considered components in this definition
first component is political participation is the action done by the voter which means it is an
observable behavior, so the voters who shows intent or interest to participate in politics can’t be
considered as participation. Second component considered is observable behavior should be done
by ordinary citizens but elected officials, campaigners cannot be considered as participation of
citizens. Third point considered in this paper is this ‘action’ should have motive to influence the
citizens but general political discussions between the friends, family and colleagues cannot be
considered as participation. But the posts that are shared and commented publicly in social
Medias can be considered as participation because they are having motive to influence the
voters because persons who are sharing the posts don’t have any connection with creator of post
but they have effective capability of influencing the voters in the society. Political participation
which influences the political outcomes will be related to elected representatives, political
leaders and government personals that have decision power in the society.

CONDITIONAL CHOICE THEORY

According to (Meredith, 2012) model he suggests that voter turnout will not be based on
individual decision but it is based on other citizens participation, this theory will work where
voter are confined to their own network but it will not work in the case of large society, social

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dilemma where individuals will adopt to their own behavior based on others behavior can be
understood as turnout. Her theory also suggests that voters belonging to high economic status
will participate more in politics not just because they are having more civic resources but they
expect candidates to be in their own networks. In her theory she said that voters belonging to low
education network are turning out less compared to voters from multi educational network. But
when they take qualities of social network into consideration then there is no relationship
between voter turnout and their educational qualities.

GOAL SYSTEM THEORY

According to (Johannes knoll, 2018) citizen must expose themselves to the political information
which is relatable to them either by intentionally or by accidentally and they show know the gap
between present and future state, and should think future state is achievable and this help them to
keep a goal of participation.

RESEARCH DESIGN AND METHODOLOGY

 Exploratory research design

 Secondary data
 Qualitative research study

This study is done by evaluating the content in Facebook or twitter. We have selected politician’s
participation in the Facebook and twitter, we have selected twitter and Facebook because citizens
participation has become more in these sites and they are used as wide marketing tool in the
2016 us elections and 2015 Delhi elections. To understand how social media effects the voting
behavior a series of posts done by main political leaders from different parties in Andhra Pradesh
have been examined and the content of post done by the politicians and frequency of posts and
how their posts are engaging the voters and likes and comments of the posts are examined and
video content are decoded. There are many leaders in Andhra Pradesh who are registered on
social media but many of them are not active on social media so four leaders are selected from
two major parties in Andhra Pradesh namely telugu desham party and ysrcp party, and their posts
are examined in the time series of march 2019 and April 2019 as the assembly elections are
conducted in April in Andhra Pradesh so the posts mostly will be related to politics. Posts such

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as congratulating and birthday related posts are ignored; posts which are related to politics are
taken into consideration. As there is constrain in time and as it is pilot study 12 posts 3 posts
from single candidate are examined and they are analyzed.

DATA ANALYSIS

Totally four leaders from the Andhra Pradesh have been selected and their Facebook posts are
taken as secondary data. Following are the names of the political leaders whose Facebook
accounts are analyzed.

1. YS JAGAN MOHAN REDDY-YSRCP

2. KODALI NANI-YSRCP
3. RAM MOHAN NAIDU-TDP
4. NARA CHANDRABABU NAIDU-TDP

YS JAGAN MOHAN REDDY

Jagan account in Facebook is having 1.9 million followers; videos in the account are converted
into words.

1ST POST- This post explains how he is going to help the scheduled tribe caste people and
promises them unlike present government he will make sure that scheduled tribe people will
have good future if he comes into power.

Post type: Promoting Manifesto Policies

2ND POST: Video has been posted which showcases the large crowd gathered for his meetings
and how crowd are enthusiastic to listen to his speeches and give promise to public that if he
comes into power he will solve all their problems in constituency.

Post Type: Live Meeting

3rd POST: In this post pawan kalyan was compared to u turn star and how he took u turn in
fighting the problems for people and how he is helping CBN in back and scolding in front of
people.

Post Type: Criticizing opposition

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Jagan has posted more about promoting his party manifesto policies and live meetings which
showcased large public gatherings and likes and comments are more for live meetings and have
posted wishes for festivals and posts related to his father’s policies and ensuring he will try to do
much better than his father with the policies his party is assuring.

KODALINANI

He is HAVING 1, 48,000 FOLLOWERS IN FACEBOOK.

1st POST: This post shows how CBN have kept alliances with different parties and how he
betrays them after getting beneficial by them

POST TYPE: Criticizing Opposition

2nd POST: This post refers to photos of news clips how CBN has said no to special status for
Andhra Pradesh in previous four years and how CBN is lying to people that he has fought for
status of Andhra

POST TYPE: Criticizing opposition

3rd POST: This post congratulates his party chief jagan who has completed his campaign of 3600
kms and hopes that party will come into power in next elections.

POST TYPE: Congratulating Post

Kodalinani posts more about criticizing opposition and he get more likes for posts criticizing
opposition and posts about some religious meetings which he took part.

RAM MOHAN NAIDU

He is having followers of 1, 27,000 in Facebook.

1st POST: This post showcases the development in irrigation sector and how farmers are happy
about the present government and asks people to vote again to TDP for more benefits to farmers.

POST TYPE: Highlighting the achievements of party

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2nd POST: In this post video is posted which shows his speech in parliament questioning the
central government about the promises they gave to Andhra Pradesh and asks the central
government to help Andhra Pradesh

POST TYPE: Questioning

3rd POST: In this post she shares press statement criticizing opposition party chief on his
allegations against corruption

POST TYPE: Criticizing Opposition

He post more videos of him speaking in parliament and get more likes on that content and he is
portrayed as young educated politician from tdp.

NARA CHANDRABABU NAIDU

He is having followers of 1.8 million in Facebook

1ST POST: In this post he showcases the previous developments he has done to Hyderabad how
his vision has helped to stand as one of the major cities in India and asks people to vote for him
to make amaravathi a good city.

POST TYPE: Highlighting the achievements of party

2nd POST: A video has been posted he himself telling the people of Andhra Pradesh to not to
vote for jagan mohan reddy as he is having previous allegations of corruption against him.

POST TYPE: Criticizing Opposition

3rd POST: In this post he appeals all the voters to turn up in large number and vote as responsible
citizen.

POST TYPE: General Post

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Bibliography
Henry E. Brady, K. L. (1999). Prospecting for Participants: Rational Expectations and the Recruitment of
Political Activists. The American Political Science Review,, 153-168.

Homero Gil de Zúñiga, N. J. (2012). Social Media Use for News and Individuals' Social Capital, Civic
Engagement and Political Participation . Journal of Computer-Mediated Communication, 319-
336.

Jan Teorell, J. R. (2007). Political participation: Mapping the terrain. Routledge, 334-357.

Jeff Gulati, C. B. (2010). Communicating with Constituents in 140 Characters or Less: Twitter and the
Diffusion of Technology Innovation in the United States Congress. SSRN, 20.

Johannes knoll, J. M. (2018). The social media political participation model: A goal systems theory
perspective. Creative Commons Attribution, 135-156.

Korschun, D. M. (2020). Marketing’s Role in Understanding Political Activity. Journal of Public Policy &
Marketing, 378-387.

Meredith, R. (2012). Voter Turnout: A Social Theory of Political Participation. Cambridge, Cambridge
University Press , 227.

Newman. (1999). Handbook of political marketing. Journel of political marketing.

saifuddin ahmed, k. j. (2016). The 2014 Indian Elections on Twitter: A comparison of campaign strategies
of political parties. Social media and elections, 17.

Zukin, C. K.-C. (2006). A new engagement? Political participation, civic life, and the changing American
citizen. New York: Oxford University Press.

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