engleski

Political Marketing Communications and Possible Contribution of Facebook, Social Networks and the Usage of New Technologies in the Republic of Croatia - A Conceptual Framework for Possible Solving of Political Marketing Communication in Young Democracies Such as Croatia

Purpose – From the process-oriented approach to political marketing, the paper develops the overview of an understanding of the concept of using Facebook and social networks, new media and technologies in young democracies which is a good beginning for a strategic, successful, financially efficient and targeted political marketing approach. This approach implies professional marketing communication actions. Such a good beginning for a new political marketing approach in young democracies essentially manifests a marketer’s strive to perform technically and morally good. Design/methodology/approach – The paper is conceptual and incorporates findings of existing political marketing research as applied to the context of political marketing. The paper identifies the obvious need for using Facebook, social networks, new media and new technologies in developing a successful political marketing communication, as well as the need for strategic marketing segmentation, targeting and positioning of voters in new, “young” democracies. Findings – The idea is based on an analysis of the successful and strategic approach to the political marketing communication in young democracies such as Croatia which includes the possibilities of using new media and technologies for segmented voters targeting. This method can also show a significant financial cost saving in terms of a financially effective political communications campaign. Originality/value – Among the research in political marketing a vast majority of papers and books concern with developed countries with “old” democracies and political marketing history, while this approach is process- oriented toward the beginnings of political marketing processes in “young” democracies, such as the one in the Republic of Croatia.

Marketing, Politics, Facebook, New media, Social networks, New technologies, Croatia

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