Negative Marketing in Political Campaigns and Its Effect on the Voting Decision of the Indian Millennial
Journal Title: Eurasian Journal of Business and Economics - Year 2019, Vol 12, Issue 23
Abstract
In an unprecedented event, the current ruling party of India – the BJP - won the UP election in 2017 after 15 years of domination by the Congress. In 2016, when all the pollsters and pundits statistically analyzed the ongoing election for US Presidency and predicted a Hillary Clinton victory, they all got it wrong. While the results seem miraculous in the eyes of the experts, the careful strategy executed by the political campaigners of all these parties involved a unique process of market segmentation, but more importantly, an effective manipulation of social media that was strong enough to change voting behavior. In this research we conducted a study that mimicked a social media political campaign of three Indian political parties and measured the effect of positive and negative fake news on the voting intention of the Indian millennial. We submitted the participants to a series or positive or negative news – all fabricated – about 3 main Indian political figures, Rahul Gandhi, Arvind Kejriwal and Narendra Modi, while monitoring their subconscious emotional state. The results were stunning. We found that a mere 60 seconds was enough to heighten the participant emotional state and significantly alter participant perception and ratings about these politicians.
Authors and Affiliations
Nicolas HAMELIN, Kabir MANDREKAR, Talha HARCAR
Keywords
Related Articles
- EP ID EP600884
- DOI 10.17015/ejbe.2019.023.01
- Views 56
- Downloads 0
Determinants of Export Services of USA with its Asian Partners: A Panel Data Analysis
Trade in services has accounted for 20 per cent of global trade. Despite the increasing importance of services trade in global economy, there has been limited research on service trade which uses determinants driving suc...
Changes In Company’s Management Accounting Systems: Case Study on ActivityBased Costing Implementation and Operation in Medium-Sized Production Company
This paper aims to explore factors, which influence the process of activity-based costing (ABC) implementation, as well as analyze and explain the changes in the area of methodology and organization of a company, after...
Foreign Direct Investment as a Determining Factor in Turkey's Export Performance
Export growth in Turkey has been much faster than GDP growth over the past few decades. Although in the last several years Turkey has been experiencing a constant growth of both exports and foreign direct investments as...
The Impact of Economic and Political Factors on the 2010 Turkish Referendum
The referendum held on September 12, 2010 included fundamental changes in Turkish constitution related with the social, judicial and economic aspects. We are of the opinion that the referendum offered a general view on...
Why Enforcing its UNCAC Commitments Would be Good for Russia: A Computable General Equilibrium Model
Russia has ratified the UN Convention Against Corruption but has not successfully enforced it. This paper uses updated GTAP data to reconstruct a computable general equilibrium (CGE) model to quantify the macroeconomic e...