Political Marketing Strategy of Jakarta Governor Election in The 2012s

Ediraras, Dharma Tintri; R, Dewi Agushinta; Natalina, Ary; Widya, Winda

doi:10.1016/j.sbspro.2013.06.480

Cited by 17 publications

(14 citation statements)

References 15 publications

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“…The use of social media in marketing is now acknowledged as a research theme; however, there is a lack of theoretical and first-hand research into consumer psychology regarding local usage of social media in political marketing strategies and practices (Aghara, Nwaizugbo, Chukwuemeka & Onyeizugbe, 2015;O'Cass & Pecotich, 2005). In addition, to the lack of literature on social media impact on voting there is also a lack of proper evaluation of its impact on voters (Ediraras, Rahayu, & Natalina, 2013). Facebook is used widely by consumers and in the process influence their purchase decisions (Gupta, 2013).…”

Section: Facebook Communication and Marketing Influence On Decision-mmentioning

confidence: 99%

Facebook Communication and Marketing Influence on Decision-Making and Choice of University Student Representatives: A Student’s Perspective

et al. 2019

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Facebook has become the main platform for young adults to sustain their social presence as well as expand their social networks. The impact of social media on youth decision-making has attracted much attention in research and academia. The research setting was at University of Fort Hare, a university located in South Africa. Before and during a student representative council (SRC) election at the university, the six student parties contesting for the leadership office utilised Facebook in communicating and marketing their campaign messages to fellow students. This research therefore empirically investigated how Facebook influenced university students’ intention to vote and elect an SRC for the institution. The survey methodology was adopted in collecting data and non-probability sampling, a form of convenience sampling was utilised in selection of suitable participants for the study. A total of 381 students participated in the study responding to questions examining potential drivers of selection of a particular student representative party (SRP). A conceptual model was developed with Facebook constructs that included “medium credibility of Facebook”, “peer communication on Facebook” and “user trust of Facebook” among other factors that influence students’ choice of an (SRP). The main findings established that identification with peers was observed as having the most significant impact on youths’ intention to vote for student representatives. Message credibility was found to have weak impact on student’s intention to vote for a particular (SRC) candidate. Implications emerged from the findings and further research suggestions were provided.

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Section: Facebook Communication and Marketing Influence On Decision-mmentioning

confidence: 99%

Facebook Communication and Marketing Influence on Decision-Making and Choice of University Student Representatives: A Student’s Perspective

et al. 2019

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“…This analysis is also reinforced by the results of the study of Endiraras (2013) and Hamad, (2008) which states that political marketing strategies cannot be separated from how the political party selects its member and what kind of media are relevant to be used in political promotion after decision making was done [20,21]. Even in the context of non-political organizations, communication medium still have a central role in the decision-making process in achieving organizational goals [22].…”

Section: Well Then the Central Executive Board Conducted A Fit Anmentioning

confidence: 99%

Digital Media Technology as an Instrument for Promotion and Political Marketing in the Era of Industrial Revolution 4.0

Priyowidodo

Inggrit

Sari

et al. 2019

Proceedings of the 2019 3rd International Conference on Education and Multimedia Technology - ICEMT 2019

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The development of digital media technology is a historical necessity. All dimensions of human life require digital technology interventions. Economic, educational, cultural, social, and political dimensions. Especially in the political aspect, the election of Regional Heads such as governors, regents, and mayors also requires a touch of digital technology. Candidates for the Regional Head promote and market themselves also through digital media, especially social media. The focus of this study is to elaborate on the use of advances in social media technology in the selection of regional head elections in East Java Province, Indonesia. This research employed a qualitative approach with case study research method. Informants of the research were from the core executive board of the PDI-Perjuangan from the national level (Central Board) going down to branch levels (Branch Board) as well as mayor candidates having been nominated by the PDI-Perjuangan. The findings of this study are that the use of social media to promote and market regional head candidates is essential. Social media platforms are used, such as whatapps, facebook, instagram, line, and website. But in practice, they also still use collaboration with face-to-face media.

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“…According to Ediraras et al ( 2013), political marketing is the study of the processes of interactions between political parties and their environment with the aim of positioning the party and its communications, where voters are regarded as consumers whose needs have to be satisfied. Political marketing is not just about political advertising, party political newscasts and electoral speeches but its covers the whole area of party positioning in the electoral market.…”

Section: Political Marketingmentioning

confidence: 99%

“…Some scholars place emphasis on the process of transactions between voters and candidates (Ediraras et al, 2013), others emphasise the use of marketing mix (namely, product, price, place and promotion) to promote political parties and control the voter's behaviour efficiently (Arofah, & Nugrahajati, 2014). In the political marketing context, the product is regarded as the promises and commitments conveyed by political parties or political candidates in their campaigns.…”

Section: Political Marketingmentioning

confidence: 99%

“…For political parties and candidates, political marketing is done through communicating messages, and building image and credibility. It is about continuously influencing and encouraging the community to support a political party (Newman, 2012).Although the use of the marketing mix is highly advocated by various researchers such as Ediraras et al, 2013;Arofah and Nugrahajati ,2014;Okan, Topcu and Akyuz, 2014, other authors are of the view that the evolution of political marketing entails a holistic approach to marketing by focusing more on building solid and valuable voter relationships through the application of Integrated Marketing Communications (IMC) practices and principles, in order to build and maintain brand relationships with votersand other important stakeholders (Pich & Dean, 2015). Copley (2014:p445) defines integrated marketing communication (IMC) as "the cohesive mix of marketing communications activities, tools and techniques that deliver a coordinated and consistent message to target customers and consumers synergistically in order to achieve organisational goals".…”

Section: Political Marketingmentioning

confidence: 99%

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

Dabula¹

2017

BSSJ

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South Africa has witnessed a decline in youth voter turnout. Consequently, political parties are employing marketing strategies that aim to appeal to the young voter, such as social media. Notwithstanding the increasing studies on social media in political marketing, there is a dearth of such research in South Africa. Furthermore, no studies have explored the influence of political marketing using social media on voter trust, loyalty and voting intention of the youth in the South African political context. This research intends to contribute to the increasing body of research on the efficacy of political marketing using social media by political parties in South Africa to engage with the youth and improve their election turn out. The two main research objectives are to establish the influence of political marketing using social media and on voting intention, with voter trust and voter loyalty as mediators and to determine which mediator (voter trust or voter loyalty) has the strongest influence on the outcome variable (voting intention). Using a data set of 250 respondents, between the ages of 18 and 35 years, from Gauteng Province in South Africa, this study examines these relationships. The study outcome is that all the five hypotheses are supported. The results indicate that the relationship between political marketing using social media and voter trust, political marketing using social media and voter loyalty, voter trust and voter loyalty, voter trust and voting intention and voter loyalty and voting intention are all positive in a significant way. The research paper discusses both academic, political party and marketer's implications of the results and future research directions are suggested.

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Political Marketing Strategy of Jakarta Governor Election in The 2012s

Cited by 17 publications

References 15 publications

Facebook Communication and Marketing Influence on Decision-Making and Choice of University Student Representatives: A Student’s Perspective

Facebook Communication and Marketing Influence on Decision-Making and Choice of University Student Representatives: A Student’s Perspective

Digital Media Technology as an Instrument for Promotion and Political Marketing in the Era of Industrial Revolution 4.0

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

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