TITLE

UNIVERSITY STUDENTS ATTITUDES TOWARD MOBILE POLITICAL COMMUNICATION

AUTHOR(S)
Mylona, Ifigeneia; Priporas, Constantinos-Vasilios
PUB. DATE
December 2008
SOURCE
International Journal of Mobile Marketing;Dec2008, Vol. 3 Issue 2, p54
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
36666207

 

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