Naslov
The efficiency of online content in political campaigns

Autori
Milosavljević, Miloš ; Đurić, Kristina ; Dlačić, Jasmina

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
XVI. International Symposium SymOrg 2018 - Doing business in the digital age: Challenges, approaches and solutions / Žarkić Joksimović, Nevenka ; Marinković, Sanja - Beograd : Fakultet organizacionih nauka Univerziteta u Beogradu, 2018, 973-979

ISBN
978-86-7680-361-3

Skup
16th International Symposium SymOrg 2022

Mjesto i datum
Beograd, Srbija, 07.06.2018. - 10.06.2018

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
political marketing ; social media ; real engagement ; efficiency

Sažetak
In recent years, social media has become an indispensable part of political campaigns, enabling political parties to have a strategic approach to creating digital campaigns. This paper deals with the identification of indicators that show the engagement of the online voter body. The first is the concept of political marketing, as well as the presentation of the modernization of political campaigns and funds through the stages of development. Then, the role of social media in political campaigns has been defined. By identifying the importance of monitoring political campaigns on social media, the paper reviews the existing developed and applied methodologies that determine the effects of political campaigns on the online voter body. Existing research has set a framework for the proposal of new methodologies for measuring the efficiency of engaging the online voter body on social media Facebook and Twitter. The proposed methodology defined in this paper will be a quantitative analysis of the published content of political parties in Serbia as well as the basis for a strategic approach in creating digital campaigns.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA