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Lookup NU author(s): Dr Wasim Ahmed
This is the authors' accepted manuscript of an article that has been published in its final definitive form by Emerald Publishing Limited, 2022.
For re-use rights please refer to the publisher's terms and conditions.
Purpose: The use of Twitter by political parties and politicians has been well studied in developed countries. However, there is a lack of empirical work which has examined the use of Twitter in developing countries. The present study aims to explore the information sharing patterns of Pakistani politicians through Twitter accounts during the pre-election campaign of 2018.Design/Methods/Methodology: Data of three weeks of the official party accounts and the politicians running for prime minister was analysed. The mixed methods approach has been employed to analyze quantitative and qualitative data retrieved through Twitonomy.Findings: It was found that the most active Twitter account belonged to the winning party. The prominent Twitter account functions were call to vote, promotionalTweets, promises and tweeting about party developments. The present studyprovides evidence that there is a difference between the tweeting behaviour of established and emerging parties. The emerging party heavily posted about changing traditional norms/culture/practices.Practical Implications: The study contributed to existing knowledge and has practical implications for politicians, citizens and social media planners.Originality/Value: The present study was designed carefully and based on empirical research. The study is unique in its nature to fill the research and knowledge gap by adding variety of Twitter functions used by politicians.
Author(s): Batool SH, Ahmed W, Mahmood K, Saeed H
Publication type: Article
Publication status: Published
Journal: Information Discovery and Delivery
Year: 2022
Volume: 50
Issue: 1
Pages: 64-74
Print publication date: 20/01/2022
Online publication date: 05/04/2021
Acceptance date: 06/02/2021
Date deposited: 12/03/2021
ISSN (print): 2398-6247
ISSN (electronic): 2398-6255
Publisher: Emerald Publishing Limited
URL: https://doi.org/10.1108/IDD-03-2020-0031
DOI: 10.1108/IDD-03-2020-0031
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