engleski

The Influence of e-marketing on Voters

Electronic business is the basis of business in the 21st century with the Internet being a basic "vital need". The term of electronic marketing refers how marketing activities are created with the intensive application of information and telecommunications technology. Today, e-marketing is seen as a support to marketing as a whole. However, it is enjoying increasing importance in the marketing activity of business entities generally. The basic target of e-marketing is to acquaint, attract, satisfy and keep a customer "surfing the Internet” in the long term. Internet and information technology have changed the nature of marketing. Electronic business improves relationships, and allows businesses to focus more on their customers. Through modern communication channels, Political entities have been implementing the e-marketing process whilst at the same time perfecting the end product with the purpose of achieving their goal - that is winning elections. By using e- marketing tools, political entities are able to communicate throughout the campaign with all those with an internet connection. This paper presents the results of research aimed at identifying the influence of e- marketing on voters. Those analysed were voters from the IV and VIII constituency during the electoral campaign for the Croatian Parliament in 2016 in order to determine the influence on their decision to which party and candidate to choose, brought by a particular age segment of voters. To be determined is the role social networks have and which age group is more influenced by internet media when choosing parties and candidates. The main research objective is to determine to what extent and in which way the political parties and candidates in the campaign for early parliamentary elections in 2016 used e-marketing for political marketing purposes and what impact it had on voters’ decisions. It was concluded that political entities in the Republic of Croatia did not use e- marketing potential and that e-marketing does not influence voters significantly. From a scientific point of view, the influence of e-marketing in a political campaign hasn’t gained adequate attention. This research will contribute to the better understanding of applying e-marketing to an electoral campaign. The results could be used to improve political e-marketing but also as a framework for further research.

e-marketing, political e-marketing, political elections, social networks, analysis of attitudes

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