engleski

E-Marketing and E-Public Relations in Croatian President Election Campaign

Latest Presidential Election in Croatia was held in two rounds: First in December 2009 between twelve candidates and second in January 2010 between two candidates that received most votes in First round. Media campaign for all candidates included use of Internet and social media. In this paper author researches use of candidates' official web sites and social media Facebook and Twitter for the purpose of marketing and public relations. Research of web sites has been conducted under methodology designed by author and on the basis of this methodology conclusions on e-marketing in Presidential campaign are brought. Key parameters in this methodology include self presentation, legal protection, interactivity, communication, use of psychological elements and inclusion of voters. Results of this research indicate that the most presidential candidates were focused on legal protection of web sites and self presentation elements, while interactivity and use of psychological elements for the needs of marketing have not been used in significant amount. Analysis of Facebook and Twitter is focused on communication between presedential candidates and voters. The results of analysis led to conclusion that there is a high positive correlation between number of Facebook friends and candidates' total election rank. Also, candidates who used Facebook and Twitter for regularand adequate communication continued to do so in post election period, what can be seen as comparative advantage in terms of political marketing, targeting interest groups and investing in future political actions.

E-marketing; E-Public Relations; Social Media; Political Marketing

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