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11 – 20 of over 111000Proposes a prescriptive model for political marketing based loosely on the Six Markets Model of relationship marketing. The rationale for this is to be found in an analysis of the…
Abstract
Proposes a prescriptive model for political marketing based loosely on the Six Markets Model of relationship marketing. The rationale for this is to be found in an analysis of the historical treatment of political marketing, from within both disciplines. Argues that many of the conventional axioms of marketing are inappropriate in politics, and observes how in political science, as in marketing itself, there is a questioning ofthe fundamental rational foundations of anumber of key theoretical constructs. In proposing a multiple markets model for politics, cites as evidence the fact that many of the approaches advocated appear already to have been adopted during the 1997 general election campaign of the British Labour Party.
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Comprehensive political marketing informs how parties determine their policies and organisation, not just how they campaign. This article applies the marketing concepts of…
Abstract
Comprehensive political marketing informs how parties determine their policies and organisation, not just how they campaign. This article applies the marketing concepts of product, sales and market orientation, combined with tools such as market intelligence, to party behaviour as a whole. Producing a comprehensive theoretical framework, it explores how a product, sales and market‐oriented party would behave and go through a marketing process. This framework is used to analyse the British Labour Party, showing how Labour moved from a product‐oriented approach in 1983, through to a sales orientation in 1987, finally achieving a market orientation – and electoral success – in 1997. This demonstrates the potential of political marketing to deepen our understanding of a wide range of political behaviour.
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Edward Elder, Jennifer Lees-Marshment and Neil Thomas Bendle
This paper aims to identify both the traditional and novel forms of marketing behind New Zealand Prime Minster Jacinda Ardern’s landslide victory in the 2020 New Zealand General…
Abstract
Purpose
This paper aims to identify both the traditional and novel forms of marketing behind New Zealand Prime Minster Jacinda Ardern’s landslide victory in the 2020 New Zealand General Election during the COVID-19 pandemic.
Design/methodology/approach
This research analysed both qualitative and quantitative data, including over 70 primary sources, the perspectives of practitioners, polling and data from surveys with over 450,000 respondents. The qualitative data was analysed interpretively against established theoretical concepts, whereas the quantitative data was analysed through descriptive statistics.
Findings
This research found that COVID-19 drastically changed what the public prioritised, allowing Ardern and Labour to position themselves as guardians of government stability, while camouflaging previous delivery failures. Labour also used a more emergent market-oriented and “polite” populist political marketing strategy.
Research limitations/implications
While the survey data used is not a perfect sample of the population, it is the largest public opinion survey in New Zealand and, given its convergence with other sources, provides valuable insights into political marketing during a crisis more broadly.
Practical implications
This research reinforces marketing’s most important aspect; the market should drive action. How decision makers respond to the market should depend on the environment. Thus, up-to-date market research becomes even more important during a crisis, as the environment changes rapidly. This leaves prior assumptions obsolete and implies strategy needs to be adaptive. Additionally, greater public attention provides governing leaders with the opportunity to present a more well-rounded leadership image.
Originality/value
To the best of the authors’ knowledge, this is the first research to look at marketing while in government and election campaigning in the context of successful management of a global pandemic.
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Alkis Thrassou, Demetris Vrontis and Masaaki Kotabe
Through a comprehensive literature review and data analysis, the purpose of this paper is to adopt a multi‐perspective interrelation of different dimensions of existing theory to…
Abstract
Purpose
Through a comprehensive literature review and data analysis, the purpose of this paper is to adopt a multi‐perspective interrelation of different dimensions of existing theory to eventually bridge the fields of political and business marketing, identify the underlying causes of voter behaviour, and distil the critical factors of small political parties' (SPPs') strategic marketing communications (MCs) success. The research finally develops a preliminary conceptual strategic MCs model for SPPs that fits the context of developed countries and concentrates on the strategic aspects of MCs.
Design/methodology/approach
The paper is largely conceptual and is based on an extensive literature review and secondary data; strengthened through additional and focused quantitative and qualitative data.
Findings
The findings indicate an increasing association between business and political marketing, an environmental context that stimulates and nurtures a symbiotic relationship between parties and voters, an enhanced role of “perception management”, and substantial divergence of SPP reality from classical theory.
Research limitations/implications
Further and focused primary research is required towards model testing.
Practical implications
A scientific basis is provided for practical strategic implementation of MCs by SPPs.
Originality/value
The research value stems from its focus on SPPs, its contribution to the generic discussion on business marketing theory applicability to politics; its reinforcement of existing research on the subject through further data and analyses; and additionally to existing researches' focus, its concentration on the strategic aspects of the subject and its contribution to literature of an analogous strategic political marketing model.
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Rahmad Solling Hamid, Abror Abror, Suhardi M. Anwar and Andi Hartati
This study aims to examine the relationship of information quality of social media, social media reputation, social media political marketing activities, trust and political…
Abstract
Purpose
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.
Methodology
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.
Findings
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.
Practical implications
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.
Value
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.
Propósito
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.
Diseño
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).
Conclusiones
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.
Implicaciones prácticas
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.
Originalidad
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.
目的
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。
设计
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。
研究结果
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。
实践意义
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。
原创性
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。
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Refers to the argument that examining political and electoral processes from a marketing perspective offers new insights into the behaviour of political parties. However, research…
Abstract
Refers to the argument that examining political and electoral processes from a marketing perspective offers new insights into the behaviour of political parties. However, research into the marketing activities of political parties is still growing at this stage, and very few papers address the marketing orientation of political parties, while none address the marketing concept. Presents the findings of an exploratory research project carried out in Queensland. The results indicate that key political marketing decision makers within the party examined often have a limited understanding of the marketing concept. The researcher’s redefinition of the marketing concept into political terms received a high level of acceptance from certain groups of respondents within the study. Shows that the marketing concept with its customer centred orientation created a major concern from the perspective of the state executive decision‐making category interviewed in this study. This was so primarily because this key decision‐making category indicated the role and significance of the voter (customer) in developing the political product is negligible.
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Jessica Zeiss, Les Carlson and Elise Johansen Harvey
Prior research has examined the sociopolitical force as simply a part of all types of environmental pressures, yet we argue that this force calls for a unique examination of…
Abstract
Purpose
Prior research has examined the sociopolitical force as simply a part of all types of environmental pressures, yet we argue that this force calls for a unique examination of marketing's role in firm responses to sociopolitical pressures. Understanding the degree to which firms attempt to manage forces and pressures in the external business environment is key to understanding marketing's role in impeding vs aiding public policy initiatives, and is the problem this research investigates.
Design/methodology/approach
Using structural equation modeling, data from 71 firms demonstrate that managing the sociopolitical force is, in fact, distinct from managing the other four market-based forces – consumer demand, supplier power, competition and technological shifts. Managing the sociopolitical force is shown to require fundamentally different skills and resources.
Findings
Results suggest that firm sociopolitical receptivity drives attempts to influence this unique external business environmental force, in turn limiting marketplace sociopolitical receptivity. Furthermore, attempts to influence such a unique force relies on resource-light marketing resources, which limits resource-heavy marketing.
Originality/value
Managing a political force with marketplace ramifications involves strategy that utilizes marketing, but is driven by relationships with social and political agents. This is truly an environmental management concept distinct from the management of the other four market-based forces. The analysis in this study demonstrates that managing another environmental force (i.e. competition force) involves different receptivity influences and marketing tactic outcomes.
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Patrick Butler and Neil Collins
Applies an established strategic framework of competitive market positioning to political parties, suggesting that political scientists who are currently analysing political…
Abstract
Applies an established strategic framework of competitive market positioning to political parties, suggesting that political scientists who are currently analysing political marketing without reference to the marketing discipline, could benefit thereby. If the marketing paradigm is to influence another discipline, it must first be tendered in broad, generic terms, and address matters at the strategic level. Presents examples from many electoral contexts (or markets). The analysis requires that political parties in a democratic system be regarded as analogous to commercial organizations in industrial markets. In doing so, it eschews traditional political ascriptions such as left‐ and right‐wing. The labels used to describe the parties are leader, challenger, follower and nicher. This framework offers a competitive positioning map of the market that will inform marketing and campaign decisions, and guide strategic direction. Shows how fundamental issues such as competitive analysis, party/candidate positioning, and relevant strategies are brought to the political marketing context.
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Questions the nature of marketing methods in political campaigns based on a grounded theoretical approach conducted using in‐depth interviews. Suggests that if marketing success…
Abstract
Questions the nature of marketing methods in political campaigns based on a grounded theoretical approach conducted using in‐depth interviews. Suggests that if marketing success is measured solely by the level of turnout then the use of marketing in political campaigns would appear to be failing. Other reasons, however, may also explain this lack of success. The use of marketing may be less effective because the “market” is more restrictive, or marketing methods whilst actually being appropriate may be being used inappropriately. Concludes that, although the political “market” is different and restrictive, this does not negate the role of marketing in political campaigning.
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Effi Raftopoulou and Margaret K. Hogg
The purpose of this paper is to demonstrate the political functions of government‐sponsored social marketing campaigns aimed at changing citizens’ behaviour and to argue for the…
Abstract
Purpose
The purpose of this paper is to demonstrate the political functions of government‐sponsored social marketing campaigns aimed at changing citizens’ behaviour and to argue for the reconsideration of the boundaries between political, public sector and social marketing.
Design/methodology/approach
Critical discourse analysis of print advertisements and promotional material of a government‐sponsored social marketing campaign is used.
Findings
The paper identifies the discursive ways in which the campaign influences the public's views of social issues and actors and discusses the role of such campaigns in the redefinition of the relationship between the citizen and the state.
Originality/value
The paper contributes to critical perspectives on the wider impact of social marketing activities on democracy by demonstrating the political impact function and effects of campaigns run by governments.
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