Political marketing and stakeholder engagement

Hughes, Andrew; Dann, Stephen

doi:10.1177/1470593109103070

Cited by 56 publications

(53 citation statements)

References 39 publications

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“…Civil society movements often act as channel of bargain for voters and parties (Ockali, 2015). Political marketing has the opportunity to build a marketing framework that focusses on delivering value to core target market (voters supporters) and addressing the needs of the society at large Hughes and Dann () Indian anti‐corruption movement in 2011 marked with dharma's (protests) demonstrations rally across length and breadth of the country demanding robust legislation in form of Janlokpal (Citizen's Ombudsman Bill) against corruption at all levels of the society. Popularity metrics suggested the movement spearheaded by Anna Hazare, the social activist featured among the top 10 news stories of 2011 by Time Magazine earning a million footfalls at Jantar Mantar, the epicenter of the movement.…”

Section: Methodsmentioning

confidence: 99%

An exploratory case study focusing on the creation, and development of a new political brand: The case of Aam Aadmi Party

Gupta

2019

Journal of Public Affairs

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In the backdrop of India's rising prominence in BRICS (Brazil, Russia, India, China, and South Africa), understanding of its political environment, electoral competition, and constituent parties with their political ideologies contesting to form government attracts immense interest from the researchers in political science, political marketing, and public policy. Although literatures in political marketing are more than two decades mostly carried out in developed democratic systems like the United States, United Kingdom, Australia, and New Zealand, India as a posttransition democracy received relatively less attention. The article has been conceptualized in the context of 2014 Indian general elections Lok Sabha 2014 as an attempt to study application of political marketing principles in a cross‐cultural democracy. The author has probed the emergence of new political party Aam Aadmi Party riding on the success of Janlokpal (civil society movement), the marketing approach used by Aam Aadmi Party, essentially positioning and branding strategies, during the national elections and party institutionalization. Research strategy followed secondary research of published data for examining the new party creation from a marketing perspective.

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Section: Methodsmentioning

confidence: 99%

An exploratory case study focusing on the creation, and development of a new political brand: The case of Aam Aadmi Party

Gupta

2019

Journal of Public Affairs

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“…In contrast to agenda setting, agenda building in political public relations explores the reciprocal linkages among several stakeholder groups in the process of salience formation, transfer, and exchange (Hughes and Dann 2009). These groups include policymakers, news media, businesses, voters, interest groups, activists, candidates, parties, and so forth.…”

Section: First-level Agenda Buildingmentioning

confidence: 95%

Exploring New Frontiers of Agenda Building During the 2012 US Presidential Election Pre-Convention Period

Kiousis¹,

Kim²,

Ragas³

et al. 2014

Journalism Studies

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Grounded in an agenda-building theoretical perspective, this study explored in depth the relationships between political campaign information subsidies and elite national news media coverage. Specifically, this investigation examined three levels of agenda-building linkages (object, attribute, and network connections) simultaneously during the 2012 US Presidential Election pre-convention period between Barack Obama (Democrat) and Mitt Romney (Republican). A total of 2655 campaign information subsidies and 345 news stories were content analyzed. The results suggest solid support for all three levels of agenda building. Our findings indicate the strongest linkages were at the third level for stakeholder network associations and at the second level for substantive issue frames. Campaign blog posts, press releases, and issue platforms were the most effective agenda-building tools at this phase of the election campaign. The theoretical, methodological, and practical implications of these findings are discussed.

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“…PRM using an effective segmentation targeting strategy thus has the potential to not only reflect the work of political marketers in terms of relationship building with diverse stakeholders (Dean and Croft, 2001;Hughes and Dann, 2009) but also offers an alternative theoretical lens through which to examine political behaviour (Johansen, 2012;Henneberg, 2004).…”

Section: Political Relationship Marketingmentioning

confidence: 99%

Social Media and the Paradox of Fear: An Exploratory Study of Political Relationship Marketing Within South Wales

Parsons

Rowling

2015

Journal of Political Marketing

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Political marketing and stakeholder engagement

Cited by 56 publications

References 39 publications

An exploratory case study focusing on the creation, and development of a new political brand: The case of Aam Aadmi Party

An exploratory case study focusing on the creation, and development of a new political brand: The case of Aam Aadmi Party

Exploring New Frontiers of Agenda Building During the 2012 US Presidential Election Pre-Convention Period

Social Media and the Paradox of Fear: An Exploratory Study of Political Relationship Marketing Within South Wales

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