engleski

Impact of political marketing in digital environment on gender (does political marketing in digital environment impact more women or men?)

Marketing aims to satisfy consumer needs on the one hand, and satisfy needs of entrepreneurial subjects by gaining profits on the other. In the 21st century, the basis of business and marketing is the Internet, i.e. digital advertising. By comparing entrepreneurial and political subjects, a conclusion arises that marketing of political subjects aims to gain votes, i.e. long-term positive perception of public towards certain candidates or parties. Political subjects use modern techniques of marketing in order to accomplish their goals. The term political marketing refers to a set of techniques that aim to contribute to the adequacy of candidates in reference to their potential body of voters. Goal of political marketing is to familiarize the highest possible number of voters with a candidate or a party they represent, to emphasize the differences from the competition and to optimize the number of votes necessary to gain during a campaign in order to win the elections. This paper presents results of a research whose main goal was to determine the effect of political marketing in digital environment on gender, i.e. the analysis examined whether political marketing in digital environment affects more men or women. Voters in IV and VIII electoral unit were analyzed during the election campaign for Croatian Parliament in 2016. Hypothesis is: “Political marketing in digital environment has a lesser impact on men than on women”. Research was conducted through a questionnaire among potential voters. The examined group is defined as a stratified sample. Two electoral units were chosen due to their differences ; IV as a primarily rural electoral unit and VIII as a primarily urban electoral unit. The conclusion was that political subjects and political marketing in digital environment have a greater impact on women than on men, but differences are not as drastic. Generally speaking, the impact of political marketing on voters in the Republic of Croatia is very low. This research contributes better understanding of e-marketing implementation. Results can be used for the purpose of improving political e- marketing.

marketing, political marketing, digital environment, impact on voters

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