New Media and Political Marketing in the United States: 2012 and Beyond

Does Social Media Influence Consumer Buying Behavior? An Investigation Of Recommendations And Purchases

“…Over the last few years, many academic research papers have investigated the role of social media in the business world. Twitter has been analyzed to look at the role it plays in a variety of marketing areas to include helping brand and promote businesses (Greer and Ferguson 2001) http://www.cluteinstitute.com/ 2013 The Clute Institute to impacting political races (Towner and Dulio 2012). Facebook, the most popular form of social media, has been analyzed in fields ranging from the role of Facebook in increasing a brand or firm's value (Plangger 2012) to fundraising initiatives (Vericat 2010).…”

Local Political Marketing in the Context of the Conservative Party

“…However what Towner and Dulio (2012) are keen to stress is that the use of personalised digital marketing is not as significant in expenditure terms, than television advertising. Kaid (2012) stresses that many local and regional campaigns cannot afford the high cost of television advertising, but drawing upon Panagopoulos and Green (2008) she argues that radio advertisements can be beneficial to local candidates.…”

The Influence of Political Marketing Using Social Media on Trust, Loyalty and Voting Intention of the Youth of South Africa

“…Subsequent to Obama's victory, many countries followed the trend. The implementation of social media by political parties in elections following Obama's 2009 victory has been extensively researched (Cogburn & Espinoza-Vasquez 2011;Vergeer, 2012;Towner & Dulio, 2012;Flemming, Metag & Marcinowski, 2013;Marcinowski, Metag, & Wattenberg, 2014;Marcinowski & Metag, 2014;Bimber, 2014).…”

“…Social media can, therefore, be seen as a peer-to-peer communications tool providing interactivity and content on demand, particularly with the use of mobile devices (Coyle & Meier, 2009). Several researchers define social media as a collection of Internet-based applications that follow on the technological foundations of Web 2.0, and enable the creation and exchange of User Generated Content" (Kaplan & Haenlein, 2010;Effing et al, 2011;Picazo-Vela et al, 2012;Joseph, 2012;Towner & Dulio, 2012;Vergeer et al, 2013).Web 2.0 is a "term that was first used in 2004 to describe a new way in which software developers and end-users started to utilize the World Wide Web; that is, as a platform whereby content and applications are no longer created and published by individuals, but instead are continuously modified by all users in a participatory and collaborative fashion" (Effing et al, 2011). There is always confusion about the difference between social media and social networking sites.…”