engleski

Impact of political marketing in digital environment on voters regarding theirarea of residence

Political parties use market information to influence shaping of a product they are offering. Political marketing is defined as a relationship between the political subject and the market. It refers to those political actors who have realized the importance, effect and techniques of business marketing. It studies relationships between products of political organizations and demands of the market. Political marketing uses techniques of marketing in order to reach its goals. Today's 21st century is marked by the use of electronic media. The Internet is a basis of everyday life. Political marketing has recognized trends and has directed a large percentage of action on digital environment. The greatest advantage of political e-marketing is efficient communication with a large number of potential consumers, in this case, of political subjects with their potential voters. Long-term goal of political subjects is political power. There is no difference between the application of traditional and political marketing in digital environment. This paper presents results of a research whose aim was determining whether political marketing in digital environment has a bigger influence on voters in rural or in urban electoral units. Research sample consisted of voters in the IV and the VIII electoral units during electoral campaign for Croatian Parliament in 2016. Research was conducted using a questionnaire among potential voters. The aforementioned electoral units were chosen due to their differences, the IV being a predominantly rural electoral unit, and the VIII as a predominantly urban electoral unit. The results show that there is no difference between voters in the IV and the VIII electoral units ; in other words, that influence of political marketing in digital environment is almost the same regardless of the voters' area of residence. It is necessary to emphasize that the Republic of Croatia is a specific area in which political marketing has a weak influence on voters. This research can aid better understanding of political marketing in digital environment and can become a foundation of marketing strategy of political subjects in the next elections for Parliament.

political marketing, e-political marketing, rural electoral unit, urban electoral unit

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