Asia Pacific Journal of Information Systems (APJIS)

menu05_sub01_ov.gif

Share this page

Current Issue

Date	March 2025
Vol. No.	Vol. 35 No. 1
DOI	https://doi.org/10.14329/apjis.2025.35.1.195
Page	195~215
Title	Decoding Digital Campaigns: A Multi-method Analysis of Facebook Posts during 2022 Parliamentary Elections in Nepal
Author	Ashna Upreti, Laxman Pokhrel, Himalaya Ban, Kapil Gurung
Keyword	Social Media, Election Campaign, Content Analysis, Sentiment Analysis, Thematic Analysis
Abstract	The application of social media for political campaigns is not a recent phenomenon among political marketing scholars. The social media campaigns of Barack Obama, Donald Trump, and Narendra Modi are among the well-studied cases in the political marketing literature. However, the motivations behind social media campaigns for political candidates in developing countries, such as Nepal, have largely been overlooked in the literature. This paper explores the social media engagement behaviors of three electoral candidates, drawing on social media engagement theory. It analyzes 582 Facebook posts from these candidates using a multi-method approach. The findings from content analysis, sentiment analysis, and thematic analysis reveal distinct messaging patterns, varied voter sentiments, and the motivations of political candidates. The motivations for these candidates’ engagement on social media during elections include fostering voter engagement, expressing gratitude for support, and intrinsic motivation. This research contributes unique insights into the social media engagement behaviors of electoral candidates, providing practical guidance for political campaign managers. Such insights can help impactful content that resonates with voters, ultimately enhancing political communication on social media platforms.

Home l Site Map l Abstracting/Indexing l FAQ l Publisher l Contact Us l Admin Login

© 2013 The Korean Society of Management Information Systems. All rights reserved.