Candidate Campaign E-Mail Messages in the Presidential Election 2004
Bibliographic Data
| ID | 3756520 |
|---|---|
| Authors | Andrew Williams (0000-0001-8724-0856, Virginia Tech), Andrew Paul Williams (Virginia Tech University), Kaye D Trammell (Louisiana State University), Kaye D Sweetser (0000-0001-7429-5890, Louisiana State University) |
| Year | 2005 |
| Volume | 49 |
| Issue | 4 |
| Pages | 560-574 |
| Publication date | 2005-12-01 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | American Behavioral Scientist (JOURNAL) |
| Journal identifiers | ISSN: 0002-7642 • E-ISSN: 1552-3381 |
| Publisher | SAGE Publications Inc (PUBLISHER) |
| DOI | 10.1177/0002764205279438 |
| OpenAlex | W2021521943 |
| Language | EN |
| Citations received | 10 |
| References cited | 12 |
Candidate e-mail messages play an increasing role in online, candidate-controlled media. E-mail messages allow candidates to directly contact voters, serving as political marketing tools. This study content analyzed the universe of campaign e-mail messages ( N = 78) from the Bush and Kerry campaigns during the general cycle of the 2004 presidential election. Results indicate that as key election events drew near, candidates increased the number of e-mail messages they sent. Direct address (using you) in the e-mail messages occurred at a statistically significant higher level than expected. Candidates used e-mail messages for promotion more often than opponent attacks. The study also investigated issue coverage, message strategy, and interactivity. The findings indicate that e-mail messages are potent instruments because they can be forwarded to myriad nonsubscribers. As such, candidate e-mail messages can be considered a form of viral marketing that offers a unique way to overcome the problem of selective exposure
Adversary · Advertising · Business · Computer security · Direct mail · Direct marketing · Electronic mail · Interactivity · Internet privacy · Political science · Politics · Presidential campaign · Presidential election · Presidential system · Promotion (chess) · World Wide Web · Computer Science · Impact of Technology on Adolescents · Media Studies and Communication · Social Media and Politics
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| Citations per year | 0.56 |
|---|---|
| Citation span | 2008 - 2023 (16) |
| Highly cited | No |