scholarly journals INDIAN POLITICAL MARKETING- A STUDY ON THE ROLE OF MEDIA IN DRAFTING PARTY MANIFESTO FOR ELECTIONS

2021 ◽  
Vol 9 (2) ◽  
Author(s):  
Benson Kunjukunju ◽  
Anju Elizabeth Cherian
Keyword(s):  
Political Marketing ◽  
Party Manifesto

scholarly journals Communicating with Voters on YouTube: Content Analysis of the Relationship Between Advertisement Message Characteristics and Viewers’ Responses

2019 ◽  
Vol 44 (1) ◽  
pp. 17-35
Author(s):  
Seerat Sohal ◽  
Harsandaldeep Kaur
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Developed Countries ◽  
Political Campaigns ◽  
Marketing Strategies ◽  
Political Marketing ◽  
Political Advertisements ◽  
Use Of Social Media ◽  
The Relationship

The present study is an endeavour to broaden the research on the use of social media websites in political campaigns beyond the ambit of developed countries. This article focuses on scrutinizing the role of YouTube during 2014 Indian Parliamentary elections—the first ‘social media’-based elections in India. The methodology of data collection incorporates the content analysis of 147 YouTube-based audio–visual political advertisements, associating the message characteristics (natures, types and appeals) with message reach (number of views) and viewer engagement (types of comments). The results reveal the failure of the viewers to recognize the association between message reach and viewers’ engagement with message characteristics, confirming the ‘marginal’ use of YouTube. However, the study recommends the incorporation of contemporary, Internet-based social media advertising tools along with the traditional tools in the future political marketing campaigns. This article is instrumental for political marketers and consultants in devising political marketing strategies.

scholarly journals Specific features of using social media in presidential campaigns in 2016 and 2020 in the USA: a comparative analysis

2021 ◽  
Vol 5 (3) ◽  
pp. 172-180
Author(s):  
D. Klyuchevskiy
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Comparative Analysis ◽  
Presidential Election ◽  
Political Process ◽  
The United States ◽  
Political Marketing ◽  
Theoretical Contribution ◽  
The Us

The purpose of this article is to analyze the experience of using social networks as a political marketing tool in the US presidential elections. This article partially touches upon the global topic of marketization and digitalization of both the political process in general and at the level of the US presidential election. The paper highlights the changing role of social media as a policy tool, which today has become not only a tool for distributing content, but also one of the tools for analyzing data from the electorate. The author explores the possibilities of social networks, their strengths and weaknesses and development prospects in the field of political marketing. The work touches upon the role of social networks in the formation of «Electronic Democracy», their impact on the candidate's image and the relationship with the personalization of politics in the United States. The main method in the article is comparative analysis. The result was the definition of the role, key features of the mentioned social networks in the field of modern politics. A certain theoretical contribution is seen in the argumentation of the following observations: the speed of interaction between the candidate and the voter through social networks has increased, in addition, the area of image-making has been partially «digitalized». It was revealed that technologies of information influence on American voters, which positively influenced the results of the 2016 presidential election for the Republican candidate, lowered D. Trump's ratings during the 2020 elections.

The Role of Blogs on a Successful Political Branding Strategy

2010 ◽  
pp. 16-30
Author(s):  
Luis Casaló
Keyword(s):  
Virtual Communities ◽  
Political Marketing ◽  
The Internet ◽  
Political Leaders ◽  
The Public ◽  
Electoral Campaigns ◽  
Political Branding ◽  
The Usa ◽  
Use Of The Internet

The Internet is taking on an increasingly major role in political marketing and branding strategies. This is because of the use that the public itself is making of the Internet when taking part in the decisions made by their representatives and in the events of the environment they live in. These digital citizens have found in the Internet, particularly blogs, a new way of forming relationships with politicians, by communicating with them directly, coordinating their activities with other citizens with similar political ideals or even financing electoral campaigns. This article describes the use that some political leaders have made of blogs. Therefore, we analyze the two cases that represented the beginning of the use of the Internet as a major electoral tool: Howard Dean and Wesley Clark in the Democrat primaries in the USA in the 2003-04 campaign. Thanks to the analysis of these two cases and the theories developed around the concept of social capital and virtual communities, this paper presents the main characteristics of this type of digital citizen and the possible political marketing strategies developed around them. The analysis of these cases provides various implications for better management of these political marketing tools, whose potential is yet to be discovered.

scholarly journals The linguistic aspect of strategic framing in modern political campaigns

2015 ◽  
pp. 307-319
Author(s):  
Agnieszka Pluwak
Keyword(s):  
Political Discourse ◽  
Political Campaigns ◽  
Political Marketing ◽  
Linguistic Aspect ◽  
Political Framing ◽  
Strategic Framing

The linguistic aspect of strategic framing in modern political campaignsThe following article describes the role of semantics in political marketing, emphasizing the mechanism of framing and perspectivising in discourse. The complexity of the framing process is discussed in the introduction, then the linguistic aspect of political framing is debated and the technique of wording formulation in political discourse analyzed. Finally, implications and conclusions for further research are presented. Examples of political framing provided within the paper are based on the analysis of contemporary public discourses.

The Role of Political Marketing in Enhancing the Perceived Image of the Candidate an Analytical Study of the Views of a Sample of Iraqi Society

2021 ◽  
Vol 02 (03) ◽  
pp. 170-188
Author(s):  
Jasim Rahi Kadim ◽  
Karim Hazen Shaltag ◽  
Yousif Mousa Sabti ◽  
Ghazanfar Ali ◽  
Tamkinut Rizvi ◽  
...  
Keyword(s):  
Analytical Study ◽  
Political Marketing

Factors influencing voting intentions for Egyptian parliament elections 2011

2014 ◽  
Vol 5 (1) ◽  
pp. 49-70 ◽  
Author(s):  
Dalia Abdel Rahman Farrag ◽  
Hamed Shamma
Keyword(s):  
Decision Making ◽  
Significant Role ◽  
Behavioral Intentions ◽  
Voting Behavior ◽  
Religious Beliefs ◽  
Political Marketing ◽  
Content Type ◽  
Factors Affecting ◽  
The Media

Purpose – This study measures to what extent different factors including Islamic religious beliefs influenced Egyptian's voting behavior intentions in the last parliament elections, given the moderating effect of the media and its role in shaping the existence of the Islamic political brand in Egypt. The paper aims to discuss these issues. Design/methodology/approach – Qualitative research was initially conducted to modify the Newman and Sheth model to fit the Egyptian culture. A final total of 401 Muslim citizens that participated in the last parliament elections were then surveyed via face-to-face interviews using a structured questionnaire. Findings – Most factors related to voting for a specific candidate or party seemed to be important for voters' in their decision making, specifically personal events related to the candidate, candidate's image, current events surrounding the elections process, interest in issues and policies and religious beliefs that was added by the authors to the model. The media also had a high level of importance and influence over the relationship between some of the factors affecting voter's decision and voter's behavioral intentions. Overall, citizens demonstrated approach voting behavioral intentions towards the elections process and indicated that they would actively participate in the upcoming elections. Pearson correlations and further analysis were also run to investigate the nature of relationships between the factors understudy and voting behavioral intentions; most of which had significant relationships, as well as the significant role of the media. Some factors were excluded after running stepwise regression for testing the fitness of the model proposed. Research limitations/implications – Study covering the capital city of Egypt; Cairo only. Practical implications – It has become important for politicians and governments to understand what are the genuine needs of their societies and what are citizens looking for in political candidates and parties. Political marketing and particularly understanding voting behavior is a booming area that has become an important tool for building political brands as witnessed by this research and how it was used by Islamists to reach voter's and affect their decision making. Originality/value – This research paper sheds the light on a very contemporary area related to political marketing which is political campaigning and factors affecting voters' intentions given the significant role of candidate's religious beliefs. Furthermore, focusing on the rise of Islamic political parties that are actively becoming important members of the political landscape in the Arab region after a long time of undercover practice and struggle with previous governments before the Arab spring events.

scholarly journals The Role of Communication in the Process of Forming Market-Oriented Party (Mop): Its Importance and Approaches

2021 ◽  
Vol 12 (1(V)) ◽  
pp. 57-66
Author(s):  
Koay Hean Wei ◽  
Khairiah Salwa Mokhtar
Keyword(s):  
Theoretical Framework ◽  
Communication Process ◽  
Political Marketing ◽  
Trust Building ◽  
Advantages And Disadvantages ◽  
Communication Modes ◽  
Voter Information ◽  
Image Building

This paper discusses the role of communication in the process of market-oriented political modeling. Our theoretical framework benefits from the idea of Lees-Marshment’s model, there are three types of parties that can help meet voters’ needs: product-oriented party (POP), sales-oriented party (SOP) and market-oriented party (MOP). The focus here is MOP, which means developing political policies on the ground of voters’ needs to gain from the voter “market”. The MOP approach relies heavily on effective party-voter communication, before, during and after an election. Specifically, the communication aspect in the process of the MOP approach is discussed, which covers political marketing as a social or communication process in image-building and different approaches in such communication. Various communication modes in gathering voter information are compared in terms of advantages and disadvantages, especially in trust-building and two-way (both verbal and non-verbal) communications. Lastly, a section related to political canvassing is also presented.

scholarly journals Engaging perceived value towards political marketing mix for head of region voting decision

2019 ◽  
Vol 15 (4) ◽  
pp. 14-26
Author(s):  
Asep Ferry Bastian ◽  
Margono Setiawan ◽  
Armanu ◽  
Fatchur Rohman
Keyword(s):  
Structural Equation Modeling ◽  
Random Sampling ◽  
Structural Equation ◽  
Perceived Value ◽  
Sampling Technique ◽  
Marketing Mix ◽  
Equation Modeling ◽  
Political Marketing ◽  
Political Candidates

This study aims to determine and analyze the role of perceived value in influencing political marketing mix on voting decision for Head of Region in the Election of Governor and Deputy Governor of Banten in 2017. The population of this study involves people who have the rights to vote in Banten and are kept on the permanent voter list. Sample of this study consists of 664 respondents, in which most of the respondents include casual workers, outsourcing, casual daily laborers, housewives, and workers who do not need special skills. The proportional random sampling technique was utilized in determining the number of respondents. SEM (Structural Equation Modeling) was conducted by applying WarpPLS 6.0. The results of the study indicated that there is a positive and significant relationship between political marketing mix and perceived value concerning the voting decision, as demonstrated by positive and significant effect on perceived value. The findings confirmed that political marketing mix influenced the decision to elect a Head of Region mediated by perceived value. To improve the decision to vote, the researchers believe/suggest that providing attention to political products such as branding of political candidates, is thus deemed necessary.

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