Search results

1 – 10 of over 64000
To view the access options for this content please click here
Article
Publication date: 13 November 2017

Pramod Iyer, Atefeh Yazdanparast and David Strutton

Political marketing is unable to reach out or influence voters as it once did. This study aims to identify means for political marketers to effectively reach to voters…

Downloads
1845

Abstract

Purpose

Political marketing is unable to reach out or influence voters as it once did. This study aims to identify means for political marketers to effectively reach to voters. Specifically, this study examines the role of different WOM/e-WOM political messages (shallow vs deep) delivered through various communication channels on voters’ message evaluation, believability, attitude towards the message and communication, message involvement, voting intentions and WOM/e-WOM intentions.

Design/methodology/approach

Two experimental design studies were conducted to test the research hypotheses. Data were collected from age-based voting cohorts through snowball sampling and online consumer panels.

Findings

The results suggest that political WOM/e-WOM messages received via different communication modes are perceived differently by age-based voting cohorts in terms of message evaluation, believability and attitudinal dispositions. The perceived credibility of the communication source makes a difference in such evaluations and dispositions. Also, the complexity of message impacts behavioral intentions of age-based voting cohorts differently. Older (younger) voter cohorts are more receptive to complex and detailed (short and brief) messages. Political message involvement mediates the relationship between message believability and voting intentions, as well as WOM/e-WOM intentions.

Research limitations/implications

The results are limited in terms of generalizability due to the experimental nature of the studies. Future research may seek to use actual candidates and examine the effects of moderators such as the cognition-based needs of respondents to engage in central or peripheral processing.

Practical implications

Political marketers can achieve greater credibility and effectiveness and partially restore political marketing’s reputation by honoring three guidelines: construct shallower (or deeper) political marketing messages when targeting younger (or older) voting cohorts through internet-connected (or traditional) delivery modes.

Originality/value

This paper explores an important but under-researched area in political marketing (i.e. the use of WOM/e-WOM messages in political marketing) and identifies important differences in attitudinal and behavioral dispositions of age-based voting cohorts impacted by the choice of communication mode and message complexity. Moreover, the perceived credibility of the communication source (sender) can sway communication mode preferences for age-based voting cohorts.

Details

Journal of Consumer Marketing, vol. 34 no. 7
Type: Research Article
ISSN: 0736-3761

Keywords

To view the access options for this content please click here
Book part
Publication date: 29 November 2012

Annette Cerne

The management of international business activities today necessarily includes the market communication of socio-political activity in emerging markets. Critique of market…

Abstract

The management of international business activities today necessarily includes the market communication of socio-political activity in emerging markets. Critique of market communication of socio-political activity in emerging markets varies from seeing it as something organisations say rather than do to suggesting existing market communication as embracing a simplistic view of communication and socio-political activity in emerging markets. In this chapter, communication and language as social practice is introduced as a possible way to explore market communication and socio-political activity in emerging markets as part of a more complex activity. Various perspectives from philosophical and sociological traditions are used in combination with marketing and management views on and empirical examples of communication and socio-political activity in emerging markets. This chapter illustrates how market communication may be seen as socio-political activity in emerging markets rather than the audit and report of it.

Details

Business, Society and Politics
Type: Book
ISBN: 978-1-78052-990-5

Keywords

To view the access options for this content please click here
Book part
Publication date: 22 October 2020

Anastasia Deligiaouri

The introduction of new communicative ethics in political communication has imposed new procedures and values in politics. The close interrelation of media and politics…

Abstract

The introduction of new communicative ethics in political communication has imposed new procedures and values in politics. The close interrelation of media and politics has many facets and effects on the way politics is exercised and on how it is perceived by the citizens. This chapter investigates how new methods of political communication have been introduced and internalised in Greek politics. By taking into account critical political events and in particular elections and relevant studies, the ‘Greek media democracy’ is divided into six periods covering a time span from 1981 to the present. The division and analysis underline the milestones and transition paths in Greek politics towards new communicative and political ethics. The rationale of our research is commensurate with many comparative studies which emphasise the importance of the context in the adaptation of the ‘Americanized’ political communication model. This chapter reflects how the specific sociopolitical context of the country has interfered, defined and shaped the adaptation of ‘imported’ methods in political communication and how these methods have resulted in significant changes and shifts in Greek media democracy and Greek politics in general.

Details

The Emerald Handbook of Digital Media in Greece
Type: Book
ISBN: 978-1-83982-401-2

Keywords

To view the access options for this content please click here
Article
Publication date: 12 September 2016

Sanne Kruikemeier, Guda van Noort, Rens Vliegenthart and Claes H. de Vreese

The purpose of this paper is to examine the causal relationship between interactive and personal campaigning on social media and political involvement, and the mechanisms…

Downloads
1807

Abstract

Purpose

The purpose of this paper is to examine the causal relationship between interactive and personal campaigning on social media and political involvement, and the mechanisms that explain the effects. Specifically, this study examines whether personal and interactive communication on Twitter increases political involvement among citizens through social presence and perceived expertise.

Design/methodology/approach

An experimental design – a 2 (low vs high interactivity)×3 (depersonalized vs individualized vs privatized communication) between-subjects design – is used.

Findings

The findings show that interactive communication leads to a stronger sense of social presence and source expertise, which positively affect involvement. The effects of personal campaigning differ. Individualized communication positively affects involvement via source expertise. Interestingly, privatized communication positively affects involvement via social presence, but negatively via source expertise.

Originality/value

Although a growing body of work examines the political consequences of social media, there is still very little understanding why social media affect citizens. The current study fills this void by investigating how the use of social media affects political involvement among citizens.

Details

Online Information Review, vol. 40 no. 5
Type: Research Article
ISSN: 1468-4527

Keywords

To view the access options for this content please click here
Article
Publication date: 15 February 2011

Călin Gurău and Nawel Ayadi

This paper seeks to investigate the communication strategy of the two main candidates in the 2007 French presidential elections, deconstructing the process of communication

Downloads
3923

Abstract

Purpose

This paper seeks to investigate the communication strategy of the two main candidates in the 2007 French presidential elections, deconstructing the process of communication in its main elements: context, message, media‐mix, and communication strategy.

Design/methodology/approach

Secondary data were collected from a variety of secondary sources, such as texts, articles, statistics and interviews on the subject of the 2007 French presidential elections, published in various journals or web sites, and then re‐interpreted from the perspective of two researchers, who were direct participants and observers of these political events.

Findings

The findings present an analytical discussion of the central political message used during the presidential campaign, complemented by an analysis of the media‐mix and the level of media exposure of the two main candidates.

Research limitations/implications

The limited focus of the paper on the communication campaign implemented by the two main candidates in the 2007 French presidential elections does not permit a general evaluation of the political marketing strategy.

Practical implications

The conclusions of this study can provide a useful insight for political communication specialists.

Originality/value

The main contribution of the paper lies in the presentation and discussion of the main communication methods and tools used in a political system different from the Anglo‐American context, which is analysed in most empirical and theoretical studies on the subject of political marketing.

Details

Journal of Communication Management, vol. 15 no. 1
Type: Research Article
ISSN: 1363-254X

Keywords

To view the access options for this content please click here
Article
Publication date: 1 January 1998

Miia Jaatinen

Presents a modern definition of lobbying suitable for the use of organizational lobbyists and a theory of lobbying as conflict accommodation which arouses ethical…

Abstract

Presents a modern definition of lobbying suitable for the use of organizational lobbyists and a theory of lobbying as conflict accommodation which arouses ethical considerations. A contingency model of effective lobbying strategies and dynamics of lobbying is developed and tested in a multiple‐case study. Finnish interest group representatives are interviewed to construct cases based on their lobbying efforts on political issues at the national and the EU‐level of political decision making. It is concluded that the definition of lobbying corresponds well to the activities of the interviewees' associations and that it is fruitful to apply the theory of conflict resolution in the study of lobbying. The new model of lobbying reflects the reality excellently. It can be used as a tool for planning and evaluating lobbying in different political issues and at different levels of political decision making.

Details

Corporate Communications: An International Journal, vol. 3 no. 1
Type: Research Article
ISSN: 1356-3289

Keywords

To view the access options for this content please click here
Article
Publication date: 7 August 2007

Phil Graham

This article aims to provide a critical understanding of contextual issues surrounding international business from a political economy of communication perspective.

Downloads
2296

Abstract

Purpose

This article aims to provide a critical understanding of contextual issues surrounding international business from a political economy of communication perspective.

Design/methodology/approach

The approach is based in classical dialectics and proceeds from a Marxian perspective. It includes a literature review of major theorists in political economy of communication and an analysis of present institutional relationships that frame international business in the context of corporatism.

Findings

The main argument is that current practices that dominate international business can no longer be considered as any kind of capitalism and that political economy of communication is necessary for comprehending this system. Current business practices are a form of corporatism in which ownership is separated from control, business is separated from industry, and the idea of a “going concern” is subject to “overriding concerns”. To understand the implications of these factors, political economy of communication needs new theories of value, labour, mediation, and meaning.

Research limitations/implications

The work is limited by the current pace of change, by alternative, non‐Marxist definitions of capitalism which are not taken into account here, and by the variegated nature of global business practices. The work is limited to dominant practices and definitive relationships.

Practical implications

The paper provides a useful perspective for understanding the future direction of international business, specifically in terms of communication, culture, and understandings of value.

Originality/value

This paper offers an alternative, non‐capitalistic view of “globalisation” within a Marxist framework and proposes a new theoretical and analytical synthesis for political economy of communication.

Details

Critical perspectives on international business, vol. 3 no. 3
Type: Research Article
ISSN: 1742-2043

Keywords

To view the access options for this content please click here
Article
Publication date: 27 March 2009

Alkis Thrassou, Demetris Vrontis and Malcolm H.B. McDonald

This research aims to undertake a business theory application into the political marketing context, examine the degree and nature of its theoretical and practical…

Downloads
3132

Abstract

Purpose

This research aims to undertake a business theory application into the political marketing context, examine the degree and nature of its theoretical and practical compatibility, and develop a preliminary conceptual marketing communications (MCs) framework for small political parties (SPPs) in developed countries.

Design/methodology/approach

The paper is conceptual and incorporates and interrelates the findings of existing business marketing research as applied to the context of political marketing. Through a comprehensive literature review, it adopts a multi‐perspective analysis and interrelation of three dimensions of existing theory: the behavioural, the contextual and the operational dimension. The paper eventually bridges the fields of political and business marketing, identifies the underlying causes of voter behaviour, and distils the critical factors of SPPs' marketing communications success.

Findings

The research identifies a number of critical factors of SPPs' marketing communications success and four principal SPPs' marketing communications findings: an increasing association between business and political marketing, an environmental context that stimulates and nurtures a symbiotic relationship between parties and voters, a predominant association of SPPs' critical factors of success with the concept of “perception management”, and the existence of a number of discrepancies regarding the application of classical marketing theory to SPPs. Based on these findings, the research finally develops a marketing communications framework for SPPs in developed countries.

Research limitations/implications

While the conceptual nature of the research is a methodologically viable approach to understanding the complex interrelation of the elements involved, so early in the development of a contextually new theory, it is also its main limitation. Hence, the research considers the framework produced to be preliminary and that substantial primary research is further required to test and refine the individual framework components and to provide the necessary validity to the framework in its entirety.

Originality/value

The value of the paper relates to its focus on small political parties, which are largely overlooked by existing research. Additionally, the research adds considerable value to academic knowledge on the fundamental discussion on the applicability of business marketing theory to politics, also contributing an analogous political marketing framework to the existing literature.

Details

Marketing Intelligence & Planning, vol. 27 no. 2
Type: Research Article
ISSN: 0263-4503

Keywords

To view the access options for this content please click here
Article
Publication date: 13 October 2020

Nihar Amoncar

The paper intends to explore the role and function of citizen-led social media forums in the marketing of political discourse. Using the entrepreneurial marketing (EM…

Abstract

Purpose

The paper intends to explore the role and function of citizen-led social media forums in the marketing of political discourse. Using the entrepreneurial marketing (EM) perspective of “co-creation of value”, this paper aims to explore the manner in which consumers of political communications in a specific region have created user generated value via setting up Facebook forums to manage the risk created by fake news and the trust deficit between citizens and mainstream media (MSM).

Design/methodology/approach

The paper adopts a “netnographic” approach to investigation and the data is analysed manual coding (Kozinets, 2015). Facebook groups form the virtual research field in in the context of this study. This approach is adopted because in a social media environment, netnography capitalises over a growing virtual and online communities and allows researchers to study the richness of these online communities (Mkono and Markwell, 2014).

Findings

The study provides insights on how administrators and moderators of Facebook groups create value for other users by identifying and communicating the risks emerging from social media-based political communication. The study finds that such citizen-led initiatives act as online social aggregators. The value that such groups offer its users/members resides within a well-bound, controlled and moderated online medium that encourages users to counter fake news and misinformation – thereby solving a key problem within the user market i.e. citizen-media trust deficit.

Research limitations/implications

The study uses a qualitative, netnographic approach and the emerging insights cannot be generalised. The emergent findings are specific to the context of this study and researchers are encouraged to further test the propositions emerging from this research in varied contexts.

Practical implications

The study extends the application of EM in political contexts using the seven dimensions of EM, which will provide impetus for future political campaigns in terms of unique value creation for publics. The paper also emerges with the role citizen-initiated forums can play in the effective dissemination of digital political communication as user generated content is aiding political debate.

Social implications

The study helps highlight the role Facebook forums can play in informing the political discourse within a region. The general distrust amongst the citizens over information produced by MSM has meant vocal critics have taken to Facebook to provide their subjective opinions. Although the findings of this study show that such forums can help identify “fake news” and help citizens discuss and debate the truth, it can also become an avenue to manage propaganda amongst the “unaware” citizens. This paper flags up the issues and benefits of using Facebook forums and in conclusion relates them to similar occurrences of the past to make society aware of the pitfalls of managed propaganda.

Originality/value

The paper takes initiative in investigating the use of social media in politics from the citizens’ perspective, which is comparatively marginalised against the number of studies taking place, which investigate the political party end use of social media for political marketing.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 22 no. 2
Type: Research Article
ISSN: 1471-5201

Keywords

To view the access options for this content please click here
Article
Publication date: 1 March 2006

Michaël Deinema and Loet Leydesdorff

Aims to explains the mismatches between political discourse and military momentum in the US handling of the Cuban missile crisis by using the model of the potential…

Downloads
1031

Abstract

Purpose

Aims to explains the mismatches between political discourse and military momentum in the US handling of the Cuban missile crisis by using the model of the potential autopoiesis of subsystems. Under wartime conditions, the codes of political and military communications can increasingly be differentiated.

Design/methodology/approach

The model of a further differentiation between political and military power is developed on the basis of a detailed description of the Cuban missile crisis. The concept of a “semi‐dormant autopoiesis” is introduced for the difference in the dynamics between peacetime and wartime conditions.

Findings

Several dangerous incidents during the crisis can be explained by a sociocybernetic model focusing on communication and control, but not by using an organization‐theoretical approach. The further differentiation of the military as a subsystem became possible in the course of the twentieth century because of ongoing learning processes about previous wars.

Practical implications

Politicians should not underestimate autonomous military processes or the significance of standing orders. In order to continually produce communications within the military, communication partners are needed that stand outside the hierarchy, and this role can be fulfilled by an enemy. A reflexively imagined enemy can reinforce the autopoiesis of the military subsystem.

Originality/value

The paper shows that civilian control over military affairs has become structurally problematic and offers a sociocybernetic explanation of the missile crisis. The potential alternation in the dynamics under peacetime and wartime conditions brings historical specificity back on the agenda of social systems theory.

Details

Kybernetes, vol. 35 no. 3/4
Type: Research Article
ISSN: 0368-492X

Keywords

1 – 10 of over 64000