The creation of identity, in terms of both consumer identity and brand identity, is a core topic in marketing theory. Based on participant ethnography of Yes Edinburgh North & Leith, part of Yes ...Scotland, the national referendum campaign supporting Scottish independence, this paper explores identity co-creation among three entities: the brand, the individual consumer, and the brand community. The findings suggest that the interactions among these entities co-create their identity, primarily through the actions of highly motivated working consumers. This paper identifies the main dialectic relationships and shows how the effects move beyond the dyads to affect the other entities, including the symbols used in the process of co-creation. The paper concludes with a discussion of the implications for brands, individual consumers, and brand communities.
Interactivity is among the powerful characteristic that differ social media with another kind of conventional media. Social media can facilitate any kind of communication practice, including ...political communication. Political communication highly needs the use of media to obtain their objectives, specifically for politician to persuade voters to choose them on election. This study aim to discover the social media strategy used by Indonesia president candidates 2024. Using internet research dan observation, Instagram feeds posts from three candidates’s account were collected and analyzed, during the start of campaign period – November 28TH 2023, until the article was written. Several aspects were assessed, including communication style, consistency, and four levels of political marketing strategy. Result shows that consistency in scheduling, writing caption, and choosing hashtag didn’t directly affect social media engagement, such as like and comment. All President Candidates manage their social media to communicate and persuade their audience or voters, but didn’t utilize the interactivity to reply the comment or build conversation via Instagram feeds. Another findings show that Instagram comment section were dominated by both fans/followers and political buzzers that interactively building conversation. Further research should be done to assess another platform and another type of political marketing content.
Social media's influence in the 2016 US presidential election has been stronger than it has ever been before and has led to a loss of 'dominance' of traditional media on public opinion. Candidates ...tweeted to express their positions, to attack each other, to retweet endorsements, to encourage people to vote, to give news previews, and a lot more. As a result, Twitter has become the most important communication channel for both Donald Trump and Hillary Clinton. The more candidates used Twitter to broadcast their thoughts, the more people retweeted them spreading their messages and journalists mentioned tweets in their election coverage creating a virtuous circle that brought more and more attention to the micro-blogging platform. This article analyzes the tweets of Hillary Clinton and Donald Trump in order to understand the communication strategies performed through this media.
The author conducts a pilot study to investigate whether the benefits of global marketing and the purported liberal policies of the Government of India have percolated to the Indian middle-class ...since the year 2014, when the present government came to power. The author collects data through online surveys from Indian citizens, and then conducts a qualitative analysis of the same to test six propositions based on Maslow’s Hierarchy of Needs Model and the Theory of Reasoned Action. The author finds moderate to strong support for five of his propositions and sets the stage for a more robust research study that the author is planning to conduct on this highly relevant topic. Keywords: globalization, consumer experience, marketing strategy, political marketing
Social media like Facebook and Twitter place the focus on the individual politician rather than the political party, thereby expanding the political arena for increased for personalized campaigning. ...The need to use social media to communicate a personal image as a politician and to post personalized messages online seems less obvious in a party-centred system such as the Norwegian. Within this framework, the personalized and dialogical aspects of social media may be contradicted by the political parties' structural communication strategies. The article uses data from interviews and status updates from two Norwegian election campaigns and asks for what purposes Norwegian politicians use social media as a tool for political communication. The findings show that politicians' report both marketing and dialogue with voters as motives for their social media use and their practices varied, too. Politicians' reported motive to use social media for marketing purposes was reflected in their actual use. The preferred social media platform for marketing purposes was Facebook. Twitter was more used for continuous dialogue compared to Facebook. Social media marketing was personalized and involved private exposure and individual initiatives. The article concludes by indicating hypotheses and need for further research.
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.
This study discusses the political marketing innovation of the Mahyeldi-Audy couple in the face of the 2020 West Sumatra Provincial Election during the Covid-19 period. The victory obtained by the ...Mahyeldi-Audy couple is a manifestation of the success of political marketing that has been carried out. This study aims to describe and analyze the political marketing strategy of the Mahyeldi-Audy pair in the 2020 West Sumatra gubernatorial election contestation. In researching the author, the author uses the theoretical framework of Niffenegger's 4P political marketing and Adman Nursal's 3P. This research is in the form of a qualitative descriptive. To obtain the data, it was obtained through in-depth interviews with the informants and coupled with a literature study which was then analyzed using theory. The results of this study indicate that the Mahyeldi-Audy pair runs a 4P marketing mix (product, promotion, place, and price). Strong political products can be seen from the figures, candidate backgrounds, vision and mission and work programs that are in accordance with the needs of the community. Effective promotions by both Mahyeldi-Audy and the winning team using push, pass, and pull marketing methods. The use of minimal material resources but with maximum results. Placement, mapping and segmenting voters as well as creating a good image and being able to place oneself at every level of society. The success of the Mahyeldi-Audy pair in winning the 2020 West Sumatra gubernatorial election was due to being able to design and execute a structured, creative and innovative political marketing strategy during the COVID-19 pandemic.
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