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This study aims to examine the relationship of information quality of social media, social media reputation, social media political marketing activities, trust and political involvement of millennials.

The empirical analysis was conducted using a sample of 309 millennials. This study used online survey for the data collection. After passing reliability and validity tests, the data were analyzed with partial least squares structural equation modeling.

The results show that information quality of social media has positive and significant direct influence on reputation and trust. Information quality of social media also has a significant indirect influence on trust through social media reputation. However, there is no significant relationship between information quality and political involvement. Social media political marketing activities also have a direct and indirect significant effect on political involvement through trust. Finally, trust also has a positive and significant impact on political involvement.

This research may contribute to the political marketing experts and politicians in increasing the quality and credibility of advertisements on social media, which will affect trust and political involvement of millennial generation. Moreover, politicians and political marketing experts who have an online-based community should optimize their marketing activities in social media to encourage positive behavior and trust from social media users.

This study has shown a more comprehensive model of the relationship between information quality of social media and political involvement. This study also reveals the significant indirect effect of the trust on the relationship between information quality on social media, social media political marketing activities and political involvement.

Este estudio examina la relación de la calidad de la información, su reputación y las actividades de marketing político desarrolladas en las redes sociales, la confianza y la participación política de los millennials.

El análisis empírico incluye una muestra de 309 millennials encuestados online. Tras superar las pruebas de fiabilidad y validez, los datos se analizaron con (PLS-SEM).

Los resultados muestran que la calidad de la información de las redes sociales tiene una influencia directa positiva y significativa en la reputación y la confianza. La calidad de la información de las redes sociales también tiene una influencia indirecta significativa en la confianza a través de la reputación de las redes sociales. Sin embargo, no existe una relación significativa entre la calidad de la información y la participación política. Las actividades de marketing político de las redes sociales también tienen un efecto significativo directo e indirecto en la participación política a través de la confianza. Por último, la confianza también tiene un impacto positivo y significativo en la participación política.

Esta investigación puede contribuir a que los expertos en marketing político y los políticos aumenten la calidad y la credibilidad de los anuncios en los medios sociales, lo que afectará a la confianza y a la implicación política de la generación millennial. Además, los políticos y los expertos en marketing político que tienen una comunidad en línea deberían optimizar sus actividades de marketing en los medios sociales para fomentar un comportamiento positivo y la confianza de los usuarios de los medios sociales.

Este estudio muestra un modelo más completo de la relación entre la calidad de la información de los medios sociales y la implicación política. También revela el significativo efecto indirecto de la confianza en la relación entre la calidad de la información en los medios sociales, las actividades de marketing político en los medios sociales y la implicación política.

本研究旨在检验千禧一代的政治参与和社会媒体的信息质量、社会媒体声誉、社会媒体政治营销活动、信任度之间的关系。

本文的实证研究采用在线调查的方式, 收集了309名千禧一代样本的数据。经过信度和效度检验后, 采用偏最小二乘法结构方程模型（PLS-SEM）对数据进行分析。

结果表明, 社交媒体的信息质量对声誉和信任有着积极且显著的直接影响, 与此同时, 社交媒体的信息质量也通过社交媒体声誉对信任产生显著的间接影响。然而, 信息质量与千禧一代的政治参与之间并没有显著关系。而社会媒体的政治营销活动通过信任对政治参与产生直接和间接的显著影响。最后, 信任对政治参与也有积极而显著的影响。

这项研究有助于政治营销专家和政治家通过提高社交媒体广告的质量和可信度来影响千禧一代的信任和政治参与。此外, 政治家和政治营销专家应当优化社交媒体上在线社群的营销活动, 以鼓励社交媒体用户的积极行为和信任。

这项研究展示了一个比较全面的社交媒体信息质量与政治参与之间关系的模型。本研究还揭示了信任对社交媒体信息质量、社交媒体政治营销活动和政治参与之间关系的显著间接影响。

This study aims to examine brand personality and its application to political branding. This study focuses on the brand personality of a political leader from the BJP Party brand (Bharatiya Janta Party). The development of a strong political brand personality is crucial for success at the polls. Little research has been dedicated to this phenomenon particularly beyond Western political and post-election contexts.

The scope and development of the study required a qualitative approach. The theoretical frameworks of the study acted as the deductive base of the study. The insights of the respondents were the inductive base of the study. Semi-structured interviews were conducted with external stakeholders [voters]. In addition, semi-structured interviews were also adopted to capture the branding activities used by internal stakeholders [BJP].

The brand personality dimensions such as sincerity; agreeableness, competence, energy, openness, conscientiousness and emotional stability were clearly associated with a political leader. Negative qualities such as dictatorial attitudes and arrogance affected the political leader’s brand personality. Religious partisanship was another strong negative trait affecting the brand personality of the political leader.

The study has an actionable framework for political brand personality in the post-election context. It offers negative qualities to be avoided in the development of the political brand personality of the leader. It offers insights about the political brand personality of the leader in terms of young digitally savvy voters.

Este trabajo examina la aplicación de la personalidad de marca al ámbito del marketing político y de la marca personal política. Concretamente se centra en la personalidad de marca de un líder político del partido Bharantiya Janta Party (BJP). El desarrollo de una fuerte marca personal política es crucial para el éxito en las elecciones. Pocos trabajos se han centrado hasta el momento en este fenómeno más allá del contexto político occidental.

El alcance y desarrollo del estudio requirió la adopción de un enfoque cualitativo. El marco teórico sirvió de base deductiva al tiempo que las entrevistas realizadas sirvieron de base inductiva. Estas entrevistas fueron semi-estructuradas y dirigidas a grupos de interés externos del BJP (los votantes). Además, se realizaron entrevistas también semi-estructuradas para capturar las actividades de marca desarrolladas por los grupos de interés internos (candidatos, políticos, trabajadores y gerentes del partido).

Las dimensiones de personalidad de marca sinceridad, competencia, energía, estabilidad emocional, franqueza y escrupulosidad están claramente asociadas con un líder político. Por el contrario, rasgos negativos como las actitudes arrogantes y dictatoriales dañan la personalidad de marca de dicho líder, pero sobretodo el partidismo religioso.

El trabajo proporciona un marco de acción para la marca personal política en un contexto post-electoral. Proporciona indicaciones de los rasgos y cualidades negativas que deben de evitarse en el desarrollo de una marca personal para un líder político. Ofrece también evidencias sobre la personalidad de marca que tiene que desarrollar un líder de cara a los votantes más dinámicos y digitales.

The purpose of this paper is to analyze how political marketing management in terms of communication practices influence the voters’ emotional responses as they observe and listen to the discourse of a political leader.

An experiment was conducted, in which participants watched the last debate of the campaign leading up the Peruvian presidential elections held in June 2016. During the experiment, the Emotient FACET technology codifies the facial micro-expressions of participants.

The results reveal that a voter’s political tendencies influence the intensity of their positive emotions, when the political leader communicated a challenging message. Rhetorical strategies and non-verbal behaviors accompany this type of message in order to emphasize the discourse and persuade the audience.

The findings suggest that the gender gap in attitudes toward female politicians exists and could change the relationship found, influencing negative emotions instead of positive emotions. The implications of the findings for achieving political success are discussed.

The study makes a methodological contribution, employing an experimental protocol based on Emotient FACET technology in a political context, thereby enabling more direct and objective measurement of voters’ emotional responses.

El artículo busca analizar la influencia de la gestión de marketing político, en términos de estrategias de comunicación política, en la respuesta emocional de los votantes al observar y escuchar el discurso de un líder político.

Se realizó un experimento en el cual los participantes miraron el último debate de la campaña para las elecciones presidenciales del Perú celebradas en junio de 2016. Durante el experimento, la tecnología Emotient FACET codificó las micro expresiones faciales de los participantes.

Los resultados revelan que la tendencia política del votante influye en la intensidad de sus emociones positivas cuando el líder político emite un mensaje desafiante. Las estrategias retóricas y las conductas no verbales que acompañan a este tipo de mensajes enfatizan el discurso y persuaden a la audiencia.

Los hallazgos sugieren que el sesgo del género en las actitudes hacia las mujeres que participan en política existe y esto podría cambiar la relación encontrada, influenciando las emociones negativas cuando una candidata mujer expresa un mensaje desafiante. Se discuten las implicaciones de los resultados para lograr el éxito político.

El estudio realiza un aporte metodológico al aplicar un protocolo experimental basado en la tecnología Emotient FACET a un contexto político, permitiendo así una medida más directa y objetiva de las respuestas emocionales de los votantes.

This article attempts to position marketing as an academic and professional discipline. It discusses potential differences between the needs of marketing academics and other marketing professionals with respect to the definition of the subject matter of marketing. The politico‐ideological basis of marketing in a free market economy is seen as an external criterion, which can help to identify the most appropriate concepts for marketing theory building and applied marketing knowledge.

The pharmaceutical business has long been a source of controversy, particularly the ability to market a drug for human consumption. The thalidomide disaster of the late 1950s and early 1960s invoked all nations in the 15 member states of the EU to require that a pharmaceutical product intended for human consumption have an official market licence before it is allowed onto the nation’s market. Until December 1994 each nation in the EU could decide itself what products came onto its market. From January 1995 the European Commission, facilitated by the European Medicines Evaluation Agency, has had the power to decide on applications for pan‐EU market licences. Explores the new EU licensing system, drawing from past and present experience, and argues that although complex at least four sets of motivations lie behind the construction of the EMEA system: the EU prisoners’ dilemma; four types of market failures; extensions of politico‐bureaucratic business and, finally, the inability of the pharmaceutical industry to nurture effectively any feasible alternative to the new system.

By reviewing the overall concept of corporate political strategy (CPS), the purpose of this paper is to display a contemporary summary of issues of the diverse global CPSs. This study additionally aims to provide relevant corporate political behavioral concepts that surround a firm’s political actions when entering specific politico-economic markets as well as future work recommendations. This paper further provides a contemporary bibliographic analysis on CPS.

Through a systematic ISI Web of Knowledge^TM All Databases literature review on “CPS,” the research was refined in relation to articles from “all year time-span,” “social science,” and “business economic” areas. After relevant papers were retrieved, sorted, and analyzed, a final bibliographic analysis on CPS was performed using HistCite reference graph maker.

Results of this research provide a table with a conceptual summary of different CPS types, approaches to political strategy, participation levels, assessment of the political environments, research implications, as well as other related CPS factors.

There is still a lack of empirical research on how specific firm CPSs can help overcome the effect of foreignness within different host countries. This study provides an overview and list of CPSs that companies use when entering a particular politico-economic context as well as inner CPS research streams.

This contemporary conceptual taxonomy on CPS provides researchers as well as practitioners with insights into the global CPS evolution, in addition to a current picture of CPS within different contexts.

What do we mean by the term ‘megatrend’? A megatrend is a prominent feature of global politico‐economic change brought about by or against the recent thrust of capitalist globalization. A megatrend is also a pattern of thinking and action that is entrenched in a certain perception of historical change and capital‐worker ownership relationships. A megatrend is thus seen as a pattern of change that will profoundly impress the future of mankind in its relationship with others and with the full gamut of the ecological domain including markets and institutions (Heilbroner & Milberg, 1996). In this paper, the study of megatrends will also encompass the hidden forces that will powerfully influence, profoundly change and guide that momentum of change to an objective globalization in the future, even as the growthmanship agenda of global capitalism breathes its last in a post‐modern age.

A business firm is an economically motivated social organisation that pursues its objectives through the conversion of resources into marketable products and services. Survival, profitability and growth are generally regarded to be among the major objectives sought. The overall problem which has to be resolved is how the firm can best shape and direct the esource‐conversion process in order to attain its objectives. The set of broad ideas which emerges in response to this problem is normally referred to as corporate strategy. Thus corporate strategy seeks to reconcile objectives, resources, organisational structures, market opportunities and other environmental influences as they are seen to exist and as they are expected to develop in the future. Given the complexities of modern business organisation the task of reconciling these diverse elements is an exceptionally difficult one to accomplish, especially when viewed in the context of the rates of external change and uncertainties prevailing.

Bitcoin is the best-known cryptocurrency which currently holds the largest market capitalisation and is regarded as a standard example of a cryptocurrency. There is, however, no consensus as to the nature of the Bitcoin. The purpose of this paper is to determine whether Bitcoin represents a new asset class by building on prior research.

The prior literature on asset classes is explored in detail and then applied to the Bitcoin. Four key criteria of asset classes are discussed, namely, investability, politico-economic profile, correlation of returns and risk-reward profile. Statistical techniques are used to inform the conclusions for the third and fourth criteria.

This research finds that the Bitcoin represents a distinct alternative investment and asset class. There are significant opportunities for investment. The politico-economic profile of the decentralised and consensus-based Bitcoin is dissimilar to other asset classes. The Bitcoin shares little or no correlation with other asset classes. Using Sharpe Ratios, it is shown that the Bitcoin provides risk-adjusted returns over and above most asset classes.

The aim of this research is to present a normative exploration into the asset class nature of the Bitcoin and, as a result, the aim is not to create positivist generalisable conclusions. This paper does not address cryptocurrencies, other than Bitcoin and does not constitute a detailed manual on modern portfolio theory.

This research adds to finance paradigm research on the Bitcoin by including a developing country perspective on Bitcoin as an asset class as prior studies have concentrated on developed country settings. Further, this research introduces recent economic data (2014 to 2017) in the form of daily observations to enhance prior understanding. It is important to understand if the Bitcoin represents an alternative investment and new asset class as this may affect investment decisions.

Like many other cosmopolitan cities, Washington, DC has a Chinatown, a site of leisure and consumption, based on the commodification and marketing of ethno-cultural diversity. The successful transformation of an ethnic precinct into a tourist attraction depends on supportive economic and social infrastructure as well as on the flourishing of small-businesses, commodifying ethnic features. For sure, this Chinatown does not represent the nodal point of a vibrant community. On the contrary, it is artificially kept alive by city planners and a handful of self-appointed Chinese spokespersons through its inclusion in DC's regulatory structures that strongly support and promote ethnic theming.