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Using the e-marketing tools in a political campaign (CROSBI ID 315975)

Prilog u časopisu | izvorni znanstveni rad | međunarodna recenzija

Stilin, Žarko ; Žunić, Jerko ; Ružić, Ivan Using the e-marketing tools in a political campaign // International journal of multidisciplinarity in business and science, 5 (2019), 8; 5-12

Podaci o odgovornosti

Stilin, Žarko ; Žunić, Jerko ; Ružić, Ivan

engleski

Using the e-marketing tools in a political campaign

Election campaigns occurred during the emergence of modern political parties at the end of the 18th century in the United States of America, or in the first half of the 19th century in Europe. They are defined as organized activities whose main characteristic is mass communication. Campaigns are divided into positive, negative and comparative. Positive campaigns tend to gain the confidence of voters by promoting positive characteristics of a political subject. Negative campaigns gain voters' confidence by attacking a rival party or a candidate, while comparative campaigns strive to gain confidence by comparing parties, candidates and political ideology with the competitive party. Political marketing is mostly used in periods prior to and during elections. Aim of each campaign is to gain political public's support, or in other words, to gain the planned number of votes. There are three goals of each campaign: raising voters' turnout in elections, publicizing qualities of a political subject and raising money, as well as recruiting campaign activists. Political subjects tend to influence voters with their programs, which depends on whether the political campaign will be successful or not. Political marketing in realization of its goals uses numerous techniques and resources. Most common methods that enable propaganda of political marketing are: promotional materials, posters, leaflets, newspapers, newsletters, press advertising, election videos, presentation materials, e-mails, banners, telemarketing... This paper presents the results of a research whose goal was to determine the use of e-marketing tools in electoral campaign by political parties and candidates on the election for Croatian Parliament in 2016. Research was conducted through two parallel courses: an e-mail questionnaire about political parties/participants in elections and a questionnaire/message on Facebook social network to all parties/participants in elections. The main research goal is to determine whether political subjects use e-marketing tools in electoral campaigns. From the scientific point of view, use of e-marketing tools in electoral campaign has not yet been explored. In that sense, this research contributes better understanding of use of e- marketing in political activities. Results can be used to improve e-marketing, as well as a frame for further research and successful political activity.

e-marketing ; e-marketing tools ; electoral campaign ; political candidate ; political party

Izborne kampanje se javljaju nastajanjem modernih političkih stranaka krajem 18. stoljeća u Sjedinjenim Američkim Državama, odnosno u prvoj polovici 19. stoljeća u Europi. Definiraju se kao organizirane aktivnosti čije je obilježje masovna komunikacija. Kampanje se mogu dijeliti na pozitivne, negativne i usporedne. Pozitivne kampanje povjerenje birača nastoje ostvariti promicanjem pozitivnih karakteristika političkog subjekta. Negativne kampanje povjerenje birača nastoje ostvariti napadima na suparničku stranku ili kandidata, dok usporedne kampanje pokušavaju dobiti povjerenje birača uspoređivanjem stranke, kandidata i političke ideologije s konkurentnom strankom. Politički marketing se najviše koristi u vremenu prije i za vrijeme izbora. Cilj svake kampanje je pridobiti potporu političke javnosti, odnosno dobiti planirani broj glasova. Postoje tri cilja svake kampanje: povećanje odaziva na izbore, objavljivanje kvaliteta političkog subjekta i prikupljanje novca, te regrutiranje aktivista kampanje. Politički subjekti svojim programom nastoje utjecati na birače, o kojima ovisi hoće li izborna kampanja biti uspješn

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Podaci o izdanju

5 (8)

2019.

5-12

objavljeno

1849-0581

Povezanost rada

Ekonomija, Politologija