Ready for Change? Exploratory research of the potential barriers to social media use by UK

    Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review


    Purpose - To explore the apparent dichotomy between the importance of social media in relationship marketing and the use of such communication technology by politicians utilising three business based rationales: engagement, level of control, and return on investment.
    Theoretical background - This paper utilises a variety of research, focusing on political marketing and social media (Fowler & Hagar, 2013; Tuten & Solomon, 2013).
    Design/methodology/approach - An exploratory case study was conducted on eleven Welsh Ministers' social media usage, utilising quantitative and qualitative data collection.
    Findings - There are inconsistencies in social media usage by Welsh Ministers raising the question as to why social media is not being fully utilised to enhance online influence. Analysis of Welsh Ministers online activity indicates an asymmetrical communication involving limited engagement.
    Research limitations/implications - Due to the exploratory nature of this case study only preliminary findings can be ascertained at this point. Further research will investigate and identify the barriers to social media use by politicians.
    Practical implications - Understanding such barriers will provide valuable insights for politicians endeavouring to use social media. 
    Originality/value - This exploratory study introduces a new set of variables when assessing the barriers to social media usage by politicians.
    Original languageEnglish
    Title of host publicationProceedings of the Academy of Marketing Conference 2014
    Place of PublicationBournemouth
    PublisherAcademy of Marketing
    Publication statusPublished - 1 May 2014
    EventAcademy of Marketing Conference 2014: Marketing Dimensions: People, places and spaces - Bournemouth University, Bournemouth, United Kingdom
    Duration: 7 Jul 201410 Jul 2014


    ConferenceAcademy of Marketing Conference 2014
    Country/TerritoryUnited Kingdom


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