The social media (r)evolution : Obama's political campaign
Data(s) |
2010
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Resumo |
This paper addresses how social media was used to leverage votes in new media environments. Barack Obama’s social media campaign is analysed and illustrates how the Obama brand benefited from integrating social media into the campaign. Voting behaviour has changed; politicians are continually seeking new ways to communicate with their constituents. Voting on political ‘brands’ is based on an identity or image, rather than central issues. While political parties rely upon an integrated marketing communication (IMC) approach, with a focus on building the (political) brand of the party and brand relationships, communication is no longer fully controlled by the marketers. |
Formato |
application/pdf |
Identificador | |
Relação |
http://eprints.qut.edu.au/40840/1/c40840.pdf http://www.kamsconference.org/ Luck, Edwina M., Beaton, Jaclyn, & Moffatt, Jennifer J. (2010) The social media (r)evolution : Obama's political campaign. In 2010 Global Marketing Conference, 9-12 September 2010, Hotel Okura, Tokyo. |
Direitos |
Copyright 2010 Please consult the authors. |
Fonte |
School of Advertising, Marketing & Public Relations |
Palavras-Chave | #150502 Marketing Communications #IMC #Political Marketing #Social Media |
Tipo |
Conference Paper |