We are thrilled to announce that Dr. Nicolas Hamelin, Associate Professor of Marketing and Neuroscience Lab Director at SP Jain School of Global Management, has recently published a manuscript titled ‘Negative Marketing in Political Campaigns and its Effect on the Voting Decision of the Indian Millennial’ in Eurasian Journal of Business and Economics (EJBE).
The research has been conducted in collaboration with SP Jain’s Global MBA student Kabir Mandrekar.
They carried out a study that mimicked a social media political campaign of three Indian political parties and measured the effect of positive and negative fake news on the voting intention of the Indian millennial.
The results showed that a mere 60 seconds was enough to heighten the participant’s emotional state and significantly alter the participant’s perception and ratings about the politicians.
About Eurasian Journal of Business and Economics:
Eurasian Journal of Business and Economics (EJBE) is a refereed academic journal, publishing research articles in the field of business administration, economics, and related fields. The main objective of EJBE is to provide an intellectual platform for Eurasian scholars, a platform on which research in alternative paradigms for business and economic inquiry could be presented and debated.
EJBE also aims to promote interdisciplinary studies over the issues of theoretical, practical, and historical importance in dealing with problems in business and economics and become the leading business and economics journal in Eurasia.
EJBE welcomes not only Eurasian authors, but also authors from all over the world. EJBE promotes cooperation and communication among the academics and practitioners interested in Eurasian business and economics.
