University students attitudes to mobile political communication

Mylona, Ifigeneia and Priporas, Constantinos-Vasilios (2008) University students attitudes to mobile political communication. International Journal of Mobile Marketing, 3 (2). pp. 54-60. ISSN 1939-1161

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This study contributes to the limited empirical evidence available about the use of mobile phones as a tool for political communication. The purpose of this study is to investigate the attitudes and personal experiences of undergraduate university students regarding political SMS campaigns in Greece. Data was collected through open-ended interviews involving 24 undergraduate students. The results revealed a diversity of opinion among the participants regarding the efficacy of political short message service (SMS) campaigns in influencing voter preferences. However, students are positive about the use of SMS for political activism and the mobilization of those who are already members of a political party. The findings may help political marketers create more effective SMS campaigns.

Item Type:Article
Research Areas:A. > Business School > Marketing, Branding and Tourism
A. > Business School > International Management and Innovation
A. > Business School > Strategic Marketing, Consumer Behaviour and Branding/Identity group
ID Code:9375
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Deposited On:04 Oct 2012 07:32
Last Modified:24 Mar 2015 12:02

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