Littérature scientifique sur le sujet « Marketing – Political aspects »
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Articles de revues sur le sujet "Marketing – Political aspects"
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Pamungkas, Adi. « Pemasaran Retorika Politik dalam Iklan Baliho Tokoh Politik Indonesia ». Kalijaga Journal of Communication 4, no 2 (31 décembre 2022) : 133–54. http://dx.doi.org/10.14421/kjc.42.02.2022.
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This study subjects to understand how the politicians build identity through the marketing of their political rhetoric in billboard advertisements. The research uses qualitative methods with a substance theory approach to the formation of political identity, especially in the context of political marketing and Aristotle's rhetoric in the form of aspects 1) ethos; morally proper attitude, 2) logos; evidence that can support the argument and 3) pathos; speech that evokes feelings in the audience. The findings explain that the political identity built by various rhetoric aspect. Between the politicians also build different identity according to the consideration of internal aspects of the politicians and external aspects that exist in public. Through the identity built by rhetoric, politicians create their political marketing products then offered to the public so can be consumed as political support and choice.
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Aleksunin, V., et W. Zou. « Ideological Aspects of Chinese Marketing ». World Economy and International Relations, no 1 (2001) : 109–11. http://dx.doi.org/10.20542/0131-2227-2001-1-109-111.
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Minchenko, Mariia, Anton Boyko, Anastasiia Dotsenko et Maksym Minchenko. « DEVELOPMENT OF THE SPORTS INDUSTRY : MARKETING ASPECTS ». Vìsnik Sumsʹkogo deržavnogo unìversitetu 2022, no 4 (2022) : 329–36. http://dx.doi.org/10.21272/1817-9215.2022.4-36.
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The paper provides theoretical analysis of the definitions of the concept of sports marketing and determines the historical features of the formation of the basic categorical apparatus by various scientific schools. The existing marketing models in the sports industry are characterized. The need to develop a comprehensive model of marketing in the sports industry, which considers all its subject-object relations, taking into account the consequences of the COVID-19 pandemic, is substantiated. The formation of basic groups of subjects that are directly or indirectly related to the development of the sports industry is substantiated. The objects that influence the development of the sports industry are identified: personal and team results in specific sports competitions, athletes, sports events, infrastructure, coaching, e-sports industry and accompanying goods and services. A range of specific determinants (economic, political, demographic, social) that directly or indirectly influence the development of the sports industry in Ukraine are outlined. The author's vision of the use of marketing tools depending on the demand that is present in the market of the sports industry is suggested.
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Mense, Evan G., Christopher J. Garretson, Pamela A. Lemoine et Michael D. Richardson. « Global Marketing of Higher Education E-Learning ». International Journal of Technology and Educational Marketing 8, no 2 (juillet 2018) : 59–74. http://dx.doi.org/10.4018/ijtem.2018070104.
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Many business and political leaders speculate that globalization is rapidly connecting all aspects of international political, economic, cultural, and social life. One of the most used aspects of globalization is the continued development of instructional technology, particularly e-learning. As a result, e-learning and distance learning technologies have accelerated tremendously during the last decade. e-learning necessitates changes in development and delivery of instructional content, including altered instructional methods and the expansion of support services for e-learning activities. These new information technologies significantly influence most aspects of higher education, both globally and locally. Changes in teaching and learning have impacted everyone associated with applying technology to the global delivery of learning services. E-learning has increasingly become the vehicle of choice for many higher education institutions and corporate clients who are actively engaged in creating diverse international markets for their goods and services.
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Eka Patrisia, Novliza, et Hafri Yuliani. « Marketing Politik Pemilukada Cagub Provinsi Bengkulu Tahun 2020 (Studi Pada Pasangan Helmi – Dedi) ». Transparansi : Jurnal Ilmiah Ilmu Administrasi 3, no 2 (31 décembre 2020) : 190–94. http://dx.doi.org/10.31334/transparansi.v3i2.1159.
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This paper is a result of the analysis and observations that the researchers conducted directly and openly. This research was carried out continuously by looking at several aspects related to the promotion of candidates as participants in the 2020 Bengkulu Provincial Election for Cagub. In this case the researchers focused on political marketing used by the number 1 pair, Helmi-Dedi. The research method used is the constructivist paradigm. Based on the results of research on political marketing applied by candidate pairs Helmi -Dedy in the Regional Head Election for the 2018-2023 period using an analysis knife, namely the Political Marketing Theory of Adnan Nursal (Nursal, 2004: 242) has three target groups that can be grouped into three: 1. Direct marketing of political products to potential voters (push political marketing), 2. Marketing of political products through mass media (pull political marketing) and 3. through influential groups, figures or organizations (pass political marketing).
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Hidayah, Arina Rohmatul. « Political Marketing of Stream by Candidates through Facebook in the 2018 Regional Election of East Java ». Politicon : Jurnal Ilmu Politik 3, no 1 (31 mars 2021) : 1–33. http://dx.doi.org/10.15575/politicon.v3i1.9456.
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Previous researches on political marketing found several gaps in terms of content and essence as a process of political exchange and interaction. Based on this, the researcher aims to actualize the essence of the basic theory or concept of political marketing into the 2018 regional election of East Java through the use of social media as an interactive media. For the content aspect, researcher selected political stream as a society cultural system. It considered as one of the determining aspects for voter preferences, especially in East Java. Qualitative approach with the content analysis method conducted for this research by applying political marketing theories and the political stream concepts from Clifford Geertz. The result of this research revealed that political stream also revolves around the political elite. Each candidate tries to display some stream characteristics that are considered familiar by the public to increase redundancy or message certainty. In this case, Gus Ipul-Puti is considered to be stronger and more varied than Khofifah-Emil. However, from public reaction, not all of the political streams conveyed can be clearly captured by the users. This occurred because there are some cultural differences between the message sender and it’s receiver. Nevertheless, the implications of this research can be used as a benchmark of how to utilize political stream effectively in order to get a positive response from the public. Then, it also can be literacy medium to recognize the cultural symbols raised in political contestation in Indonesia.
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Wang, Shan, et Gang Fang. « Research on online marketing channel layout of luxury brands ». E3S Web of Conferences 218 (2020) : 01036. http://dx.doi.org/10.1051/e3sconf/202021801036.
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Based on the background that international luxury brands have entered the Chinese market in recent years and have carried out digital operation, this paper researches the channel layout of online marketing of luxury brands in China. And this paper analyzes the domestic market environment of luxury brands from four aspects of political factors, economic factors, social factors and technical factors, and analyzes the brands marketing layout from three aspects of new media channels, e-commerce channels and social retail channels. It is found that online marketing has a positive effect on brand management in the China’s market environment. Moreover, the boundaries among new media channels, e-commerce channels and social retail channels tend to be blurred. Each channel has its own advantages, and brands need to match their own positioning with channel economy.
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Darden, Donna K., et Steven K. Worden. « Marketing Deviance : The Selling of Cockfighting ». Society & ; Animals 4, no 2 (1996) : 211–31. http://dx.doi.org/10.1163/156853096x00160.
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AbstractWe use conventional marketing concepts to examine the marketing of the deviant and stigmatized activity of cockfighting and show how the two differ. Our research is based on several years of active participant observation with cockfighters and the examination of several publications devoted to the sport. We find a paradoxical situation wherein people who compete with each other in an illegal activity must also establish their reputations for honesty and trustworthiness. Aspects of a gerontocracy characterize this deviant world.
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Sievidova, Iryna, Elina Pakhucha, Olexandr Oliynyk, Tamila Oliynyk et Serhii Plyhun. « Integration of Economic Aspects in the Research of the Agricultural Market of Ukraine ». European Journal of Sustainable Development 9, no 4 (1 octobre 2020) : 395. http://dx.doi.org/10.14207/ejsd.2020.v9n4p395.
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The necessity and importance of conducting agricultural market research was substantiated. Features of the process of marketing research were identified, taking into account the specifics of agricultural production and sales according to time requirements. The basic principles on the basis of which the algorithms for conducting market research are developed and directly carried out were determined. The main requirements for conducting research on the state of the agricultural market were outlined, the most important being objectivity, impartiality and independence from personal or political interests. The factors that should be taken into account when conducting marketing research on the state of the agricultural market were determined, taking into account both controllable and uncontrollable factors of the marketing environment. The stages of marketing research that meet the requirements of the agricultural market were offered. Gross production volume of agricultural products was predicted and trends in the whole branch were discovered, a polynomial trend line was chosen because the equation of this model has the highest coefficients of correlation and determination, and so it describes the dynamics most reliably. The agricultural market was studied in terms of marketing, i.e. from the perspective of two subsystems, the first of which is represented by the supply, and the second by the demand. It was established that the supply of basic foodstuffs is realised by means of domestic production, and the demand is realised by means of internal and external buyers.
The overall price situation on the agricultural market in Ukraine was analysed and predicted. The contemporary features and problems of formation of prices for agricultural products are outlined. The research on the modern state of agricultural market gave a reason to claim about its development being rather steady, reaffirmed by the positive dynamics of gross agricultural production volume.
Key Words: agricultural marketing, marketing research, economy, development trend, agricultural market, agricultural produce.
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Yefremova, N. « Marketing aspects of corporate social responsibility in the context of innovative development of business structures ». Galic'kij ekonomičnij visnik 66, no 5 (2020) : 155–61. http://dx.doi.org/10.33108/galicianvisnyk_tntu2020.05.155.
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In the era of innovations business operation on the principles of socially responsible marketing is becoming more and more important. Socially responsible marketing is the responsibility for business activities to society. In Ukraine, the use of socially responsible marketing is free choice. In foreign countries, socially responsible marketing is a self-regulating norm of doing business. Most foreign companies understand this type of marketing as being honest with the company's mission, values and business principles, compliance with the law, taking into account national and cultural values, as well as socio-political events; responsibility for product consumption, prohibition to associate product consumption with personal or professional success; compliance with codes of practice, rules and norms of behavior, providing product samples. The principles of behavior in the market of large well-known companies from the standpoint of socially responsible marketing are analyzed in this paper in detail. The analysis is carried out on the basis of marketing concepts – traditional, socio-ethical, social, environmental, as well as A. Maslov’s theory of needs, M. Friedman’s theory of corporate selfishness of. There is the need to focus modern domestic management on the business structures management system based on the concept of socially responsible marketing. Its creation will bring the process of business structures management to a qualitatively new level. As an element of strategic management, social responsibility implies obtaining economic, social and environmental performance in the context of corporate sustainability. The introduction of the principles of socially responsible marketing in business entities activities should result in the improvement of its reputation, increase of its image and recognition; should contribute to brand strengthening, new markets entry, increase of innovative activity, consumer confidence, share value and investment opportunities, attraction of new consumers. In addition, it should result in the growth of economic and social efficiency, competitiveness.
Thèses sur le sujet "Marketing – Political aspects"
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Kaeding, Malte Philipp. « Marketing identity in Taiwan and Hong Kong : electioneering in two twenty-first century Chinese democracies ». HKBU Institutional Repository, 2010. http://repository.hkbu.edu.hk/etd_ra/1241.
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Ayankoya, Kayode A. « A framework for the implementation of social media marketing strategies in political campaigning ». Thesis, Nelson Mandela Metropolitan University, 2013. http://hdl.handle.net/10948/d1020118.
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The concept of social media has grown rapidly in the last years. This can be attributed to the rate of adoption and the penetration of social media around the world. Currently, there is an estimate of over two billion people that are actively using social media. The increased usage of social media has changed the way people interact and communicate. Literature suggests that Internet-enabled social networks (relationship between or among individuals and groups) are developing faster than offline relationships. Previous studies have linked social media to the social network theories that define social relationships based on the actors, the ties that exist and the flow of resources among them. This is made possible by social networking sites and other Internet enabled services that allow friends to meet, connect and interact. Social media allow for individuals, groups or organisations to build their social network of friends and followers. It also facilitates the formation of communities with common interest. Social media facilitate the creation and exchange of content such as text messages, images, audio and video formats among individuals or communities that share a common interest or belong to the same social network. Social capital theorists suggest that the ties that exist in social interaction like on social media have the ability to create benefit for the actors in the networks. This provides the foundation to study the benefits that individuals and organisations can obtain from social media. The opportunity to target and communicate directly with the target market and potential customer qualifies social media as a valuable marketing tool and an important component of the integrated marketing communication. As a marketing communication tool, social media introduces a completely new paradigm into marketing communications. Therefore marketing professionals and academics are continuously seeking how to take advantage of social media for different industries. In the field of politics, the use of marketing concepts to engage voters and drive collective participation in political processes has become critical due to stiff competition. The use of social media for political campaigning and engagement could be beneficial, but politicians and political organisations are not taking full advantage of the concept. Previous studies show that organisations are aware of the opportunities that social media could provide for their organisations. However, they are reluctant because they are faced with the problems of lack of information on how to implement social media for business purposes. This treatise investigates the approach and critical success factors for the use of social media for political campaigning and engagement. To evaluate the conceptual framework that was suggested by this study based on the literature review and case studies, an empirical study was conducted among the members of the Democratic Alliance in the Eastern Cape. A survey was conducted among the members of the Democratic Alliance in the Eastern Cape using a questionnaire and 92 responses were received. The questionnaire measured the respondents’ social media usage, level of political engagement, perception on the use of social media for political engagement and the level of political activities on social media. Also, hypotheses were tested to examine the assumption that there might be an association between the respondents’ gender, population group and level of political activities on social media. The findings of this study indicate that a structured approach, a strong emphasis of engaging followers socially and micro-targeting are critical to effective implementation of social media for political campaigning and engagement. Other factors include the direct involvement of leadership, listening and encouragement of user generated contents. This study concludes that political organisations can use social media to establish multi-levelled social networks that provide access to their target audience and also reach potential audience through their friends. This social connectedness can then be translated into political social capital for campaign and engagement purposes.
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Shea, Esther Yi Ping. « The political economy of China's grain policy reform ». Title page, contents and abstract only, 2003. http://web4.library.adelaide.edu.au/theses/09PH/09phs5393.pdf.
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Includes bibliographical references (leaves 222-235) Develops a coherent theoretical framework to analyse the formulation of grain procurement policy for the entire history of the PRC. An optimization model is constructed to capture Chinese policy makers' preferences regarding the competing objectives of sectoral income distribition and food security, as well as the factors governing the trade-off between thes two objectives and the choice of policy instruments. Also analyses the impacts of China's accession to WTO on its grain sector. To explain the numerous failures of China's grain policy, studies the problems arising from policy formulation and implementation.
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Matiza, Tafadzwa. « The influence of non-financial nation brand image dimensions on foreign direct investment inflows in Zimbabwe ». Thesis, Nelson Mandela Metropolitan University, 2017. http://hdl.handle.net/10948/8902.
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How a country is perceived by foreign investors is becoming increasingly significant to the ability of individual countries to attract foreign direct investment into their economies. In Africa, existing negative perceptions of the continent as an investment destination have been considered as an obstacle for foreign direct investment inflows to the continent in general. Although Zimbabwe offers foreign investors multiple lucrative investment opportunities, attracting foreign direct investment to the country presents a unique challenge due to the image of the country post the 1998-2008 economic crisis. Despite the vast research on the determinants of foreign direct inflows to particular countries, little is known about whether non-financial image-related factors influence the inflow of foreign direct investment to a particular country, especially a country with a unfavourable global image like Zimbabwe. The primary objective of this study was therefore to determine the perceived non-financial nation brand image factors considered to be influential for attracting specific foreign direct investment inflow opportunities in Zimbabwe. A comprehensive literature review resulted in the identification of nine independent variables (tourism, governance, people, culture and heritage, exports, investment and immigration, factor endowments, infrastructure, and legal and regulation frameworks), as well as four dependent variables (market-, resource-, efficiency- and strategic asset-seeking foreign direct investment inflow opportunities in Zimbabwe). A hypothesised model was developed in order to examine whether the independent variables have an influence on the dependent variables, and as a result nine hypotheses were formulated to test the relationships between the nine independent variables and each of the four dependent variables. A cross-sectional, quantitative deductive approach to research was employed in order to generate the data required for hypothesis testing. Purposive sampling techniques were employed to draw the sample frame for the study. A self-administered online survey was conducted, and generated empirical data from a final sample comprised of 305 investors who had applied to invest in Zimbabwe through the Zimbabwe Investment Authority between January 2009 and April 2015. Data was analysed using STATISTICA 12 software. Exploratory factor analysis was utilised to extract the constructs and validate the measuring instrument. Cronbach’s alpha coefficients were calculated in order to test the reliability and internal consistency of the measuring instrument. As a result, a total of six valid and reliable independent variables, and four dependent variables were retained for further analysis. The results of the Pearson product-moment correlation coefficients revealed mostly moderate correlations. The Multi-Collinearity diagnostics test confirmed the absence of collinearity between the independent variables and dependent variables respectively. Subsequently, the results of the four sets of multiple regression analyses, disclosed thirteen statistically significant relationships between the six independent variables and the four categorical dependent variables. Tourism had significant relationships with market-, efficiency- and strategic asset-seeking FDI inflow opportunities. Government actions had significant relationships with resource- and strategic asset-seeking FDI inflow opportunities. People had significant relationships with resource- and efficiency- seeking FDI inflow opportunities. Export had significant relationships with market-, resource-, efficiency- and strategic asset-seeking FDI inflow opportunities. Regulatory framework had significant relationships with market- and resource-seeking FDI inflow opportunities. The results of the Analysis of Variance revealed that investor status can be used to predict which non-financial nation brand image determinants played a role in the ultimate decision for taking up foreign direct investment opportunities in Zimbabwe. Further analysis of the role that the demographic profiles of the investors played in predicting which non-financial nation brand image determinants are considered influential in taking up foreign direct investment opportunities in Zimbabwe was confirmed in the Multivariate Analysis of Variance with thirty-four statically significant relationships identified. Further analysis by means of post-hoc Scheffé testing and Cohen’s d-values calculations confirm that thirty-nine practically significant mean differences were evident. This study makes a novel contribution to the empirical body of nation branding, foreign direct investment and investment promotion research by developing and testing a hypothetical model that synthesises facets of the three fields of study. This study represents a new discourse in the identification of the determinants of FDI (that being non-financial determinants) and provides an explanatory framework for the non-financial nation brand image determinants influencing each type of FDI inflow opportunity sought in Zimbabwe. It is within this framework that recommendations, based on empirical evidence, are made for the Government of Zimbabwe and the Zimbabwe Investment Authority. Some of these recommendations could be implemented within the short-term, while others may be more strategic in the long term. Recommendations made include that the Government of Zimbabwe undertakes significant policy reviews, continues its engagement with key external stakeholders such as other governments, supra-national financial institutions, and foreign investors, as well as adhering to existing favourable FDI policies. It is also recommended that the Zimbabwe Investment Authority adopt an intermediary role, by linking the Government of Zimbabwe with potential foreign investors through investor targeting, as well as promoting Zimbabwe as an investment destination by engaging in image-building activities such as public diplomacy, investor relations, specialised advertising and hosting investor forums with multiple, distinct investor segments. These image-building activities should be centered on the non-financial nation brand image determinants that foreign investors consider to be influential to foreign direct investment in Zimbabwe, and should be geared towards improving and managing the perceived image of Zimbabwe as an investment destination.
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Eggeling, Kristin Anabel. « Brand new world : the politics of state-branding in Kazakhstan and Qatar ». Thesis, University of St Andrews, 2018. http://hdl.handle.net/10023/16789.
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This thesis explores the political use of branding in international relations by focusing on the branding exercises of the Republic of Kazakhstan and the State of Qatar over the last two decades. In most of the existing literature, branding is theorised as a representational and instrumental practice that is strategically used to increase a country's competitive edge. Adopting a critical constructivist lens to the study of International Relations (IR), this thesis challenges this reading and argues instead that branding is a productive and inherently political practice that (re)produces dominant interpretations of state-identity rather than merely describing them. Based on the core constructivist claim that much of politics revolves around the competition to give meaning to the world, this thesis argues that the version of the state promoted through branding is neither neutral nor brand new, but inherently politicised and tied to the conversation and legitimation of the incumbent political regime. Inspired by the ongoing practice turn in IR, the starting point for the analysis is a focus on the display of the state through a range of everyday practices long ignored by IR scholars. In particular, it focuses on how the political leadership in both Kazakhstan and Qatar has used the urban development of their capital cities, the hosting of international sports events, and the construction of 'world-class' universities to present new ideas about their state to various inter/national audiences. Using an original data corpus of multimodal primary and secondary material, the analysis traces how branding practices produce and normalise a certain interpretation of Kazakhstani and Qatari statehood, and then interrogates how we can understand this interpretation as politicised and tied to the interests of the regime. The goal of the analysis is twofold. First, this thesis aims to elucidate how relevant instances of state- branding unfold and travel across different empirical contexts (Kazakhstan and Qatar) and cases (urban development, sports and education). Second, it aims to push current scholarly understandings by (re)conceptualising branding as a genre of contemporary identity politics, and produce broader insights about the characteristics and mechanisms of this increasingly normalised - yet often as politically non-salient dismissed - practice of international relations.
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Marx, Andrew Morne. « Increasing soft power - a case study of South Africa's bid to host the FIFA 2010 World Cup ». Thesis, Stellenbosch : University of Stellenbosch, 2004. http://hdl.handle.net/10019.1/16386.
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Thesis (MA)--University of Stellenbosch, 2004.ENGLISH ABSTRACT: This study attempts to determine if South Africa was actively attempting to boost its soft power or symbolic power during the country’s bid to host the Fifa 2010 World Cup. Preceding works dealing with mega-events identified a number of potential benefits to the hosting nation. Some of these benefits include opportunities for development (sport and socio-economic), nation building, urban regeneration, and marketing. Previous works have focused a great deal on economic and nation building aspects of mega-events. The marketing possibility for a host to develop as a tourist destination has also enjoyed some focus. There also exists a large amount of literature dealing with power – its nature, resources and types. There is for instance structural and relational power while, in the traditional sense, wealth and military might may be seen as power resources. However, the importance and maintenance of soft power – or symbolic or co-optive power, as defined in this study – has been greatly overshadowed by the traditional ideas of power and as a result, neglected by International Relations scholars. This study links the marketing potential of mega-events with the deployment of soft power. The case study specifically deals with South Africa’s World Cup bid as a marketing forum for enhancing the country’s soft power. For such an analysis it is necessary to investigate South Africa’s diplomatic status, global position, relationship with the North and South, and power resources. The importance of soft power being essential to South Africa’s specific situation, global position and future, is also investigated. Using the bid for the 2010 World Cup, this study concludes that South Africa was indeed projecting specifically chosen images of the country with the intention of enhancing the country’s soft power. It is furthermore argued that these images are both a reflection and in support of South Africa’s foreign policy and emerging middle power position.
AFRIKAANSE OPSOMMING: Hierdie studie poog om vas te stel of Suid Afrika doelgerig probeer het om die land se sagte mag te versterk tydens die Fifa 2010 Wêreldbekerbod. Vorige studies oor grootskaalse gebeurtenisse meen dat dit sekere potensieële voordele inhou vir die gasheer. Dit sluit in geleenthede vir ontwikkeling (sport en sosio-ekonomies), nasiebou, en stedelike herlewing en bemarking. Vorige werke het ook meerendeels gefokus op die ekonomiese en nasie-bou aspekte van grootskaalse gebeurtenisse. Die bemarkingsvoordele wat dit inhou vir die gasheer se toerismebedryf is ook gereeld vehandel. Daar bestaan ook vele geskrewe werke oor mag. Verskillende bronne van mag is ondermeer ‘n gewilde onderwerp. Daar is byvoorbeeld strukturele mag en verhoudings mag. Tradisioneel word militêre en ekonomiese vermoëns gesien as bronne van mag. Die belangrikheid van sagte mag of simboliese mag, soos dit in hierdie studie gedefinieër word, is egter tot ‘n groot mate oorskadu deur traditionele idees van mag. Daardeur het Internasionale Betrekkinge akademici dit ook tot ‘n mate afgeskeep. Hierdie studie illustreer die bemarkingspotentiaal wat grootskaalse gebeurtenisse inhou vir sagte mag. Die gevallestudie handel spesifiek oor Suid Afrika se 2010 bod as ‘n potentieële bemarkingsforum vir die bevordering van die land se sagte mag. Die analise het vereis dat Suid Afrika se diplomatieke status, globale posisie, verhouding met die Noorde en Suide, en bronne van mag behandel word. Die belangrikheid van sagte mag vir Suid Afrika se toekoms word ook aangespreek. Die gevolgtrekking is dat Suid Afrika wel gepoog het om sekere gekose beelde na die buiteland te projekteer. Die spesifieke doel met die beelde was om die land se sagte mag uit te brei. ‘n Verdere bevinding is dat die beelde gelyktydig Suid Afrika se buitelandse beleid en ontluikende middel magsposisie gereflekteer het.
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Naidoo, Trusha A. « The implications of the personalisation of the media www.ubuntu.co.za for democracy ». Thesis, Stellenbosch : Stellenbosch University, 2001. http://hdl.handle.net/10019.1/52537.
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Thesis (MPhil)--Stellenbosch University, 2001.ENGLISH ABSTRACT: This body of work is a post modern analysis of how the shift from mass to me media influences the role and structure of the media. Was McLuhan right, is the medium increasingly the message? Or is the post-modern media a totally different animal, a manifestation of popular culture and marketing rather than the socially responsible institution responsible for safeguarding democracy that it was envisioned to be by the American founding fathers? The underlying theme is the convergence of media and marketing and the resulting conglomeration and technological dependency forced on the reader and the writer. Who are the new mediators and how do they manage the media? In the mediatrix, the readers become media managers and the writers become surfers. The analysis begins with an examination of the contrast between real and virtual communities and how the media bridges this information gap. How does reporting in virtuality reflect reality? The body of the study has three parts, the shift from mass to me media, the alternative media spheres it has engendered and the controlling forces behind this transition. Throughout the study, mass media and me media are contrasted. The study ends with a look at the impact of technology .andpopular culture on the South African media and how the media will click through the future. Will the deeply entrenched communal values of ubuntu stave off the individualisation cocooning brings? That is, will the I before we focus of personalised media nurture the South African democracy or will itfoster mediocracy?
AFRIKAANSE OPSOMMING: Die volgende tesis is n omskrywing van hoe die beweging van die massa-media na die ek-media die rol en die struktuur van die media beinvloed. Was McLuhan korrek, is die medium dikwels doe boodskap? Of is die post-moderne media n totale ander gedierte? n Manifestasie van die populere kultuur en bemarking, eerder as die sosiale verantwoordelike instituut verantwoordelik vir die behoud van demokrasie soos dit gevisualiseer is deur die Amerikaanse voorvaders? Die onderliggende tema is die bymekaarvoeging van media en bemarking en die konglomerasie en tegnologiese verantwoordelikheid geplaas op die leser en skrywer. Wie is die nuwe tussengangers en hoe bestuur hulle die media? In die "mediatrix" word die leser die media bestuurder en die skrywer word die net-sweefer. Die analise begin met die ondersoek na die kontras ussen egte en virtuele gemeenskappe en hoe die media hierdie informasie gaping oorbrug. Hoe word realiteit beinvloed deur rapportering in virtualiteit? Die liggam van die studie bestaan uit drie dele - die skuifvan massa-media na ek-media, die alternatiewe media sfere wat dit vorm, en, die beheerende invloede agter die transformasie. Reg deur die studie word die massa -media en die ek-media gekontrasteer. Die studie eindig met n opsomming van die impak wat tegnologie en populere kultuur op die SA mark het en hoe die media sal saamstem in die toekoms. Sal die diepere gelee gemeenskapswaardes van ubuntu die individualisme wat "cocooning" meebring afskiet. Sal die ek voor die ons van verpersoonlikte media die SA demokrasie aanhelp of medioker maak.
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Moyo, Chelesani. « A critical history of the rise and fall of the first ever independently owned Matabeleland publication in Zimbabwe : the case of The Southern Star ». Thesis, Rhodes University, 2014. http://hdl.handle.net/10962/d1013273.
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This research is premised on the understanding that alternative forms of media emerge to deal with specific ideological projects and, as such, must be seen as satisfying a specific need at a specific point in time. Using the case of a weekly newspaper, The Southern Star which was in circulation from January 2012 to June 2012, this study sought to understand the factors that led to the establishment of the newspaper, what it sought to achieve, how it went about putting that into practice, its message in relation to debates emanating from the ‘Matabeleland Question’ and also the factors that led to the its collapse. In order to address my research questions, I adopted a two stage research design qualitative content analysis and semi structured in depth interviews. In locating the study within the qualitative epistemic understanding of research, it was clear from the qualitative content analysis of 13 editions of the publication and in depth interviews held with 15 respondents that the newspaper was set up with the aim of serving a marginalised section of the population (in this instance the Ndebele) by providing them with a platform to articulate issues affecting them. It also sought to ‘speak’ the ‘unspoken’ within the mainstream media by focusing on Matabeleland identity politics. It achieved this by creating content around the Gukurahundi genocide, Matabeleland development, Matabeleland history and Matabeleland heroes. The newspaper also sought to emancipate the people from the South by advocated for social, cultural, economic and political justice as a resolution to the ‘Matabeleland Question’. However, the newspaper failed to sustain operations due to lack of advertising revenue. As a result of the constraining political environment in which the newspaper operated, potential advertisers were afraid of placing advertisements in the newspaper because of the nature of the content produced, which in view of Zimbabwe’s rival ethnic history, could easily be labelled ethnically divisive. Also, being a new player in the market worked to their disadvantage as prospective advertisers opted to place their adverts in “tried and tested” publications (Zimpapers and Alpha Media Holdings). Additionally, because of poor management, roles were not clearly defined and hence the newspaper failed to operate as a business enterprise. As noted during interviews with junior reporters, there was little or no experience at management level. The paper lacked a coordinated circulation strategy and from inception, was never officially launched, which resulted in the failure to reach significant audiences.
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Penwarden, Mia. « Suur druiwe ? Wyn, die TDCA en Suid-Afrika ». Thesis, Stellenbosch : Stellenbosch University, 2002. http://hdl.handle.net/10019.1/53076.
Texte intégralRésumé :
Thesis (MA)--University of Stellenbosch, 2002.ENGLISH ABSTRACT: In October 1999 South Africa and the European Union (EU) signed a free trade agreement, the Trade Development and Co-operation Agreement (TDCA), which came into effect on 1 January 2000. The TDCA was developed to enhance bilateral trade, economic-, political- and social cooperation and consists of three components - the creation of a Free Trade Area between South-Africa and the EU, EU financial aid to South Africa through the European Programme for Reconstruction and Development (EPRD), and project aid. However, the EU, in an effort to secure the best possible deal for itself, often behave in its own interests (through the manipulation of the Wine and Spirits Agreement) during the negotiations for the TDCA. The goal of this study was to establish what exactly trademarks are, and what implications the EU's protection of intellectual property rights on wine and spirits trademarks will have on i) the South African wine industry, ii) whether South Africa could have exercised another option, iii) whether this action has created a precedent with which the EU can, in future, again force South Africa or any of its other developing trade partners to make concessions, and iv) who gains the most from the TDCA. The concludes that the EU, through the manipulation of the Wine and Spirits Agreement, left South Africa with no choice by to concede the use of the contested trademarks - something that has already taken its toll on the South African wine industry - in order to save the TDCA. This action created a precedent that the EU will, in future, again be in a position to threaten developing countries with the termination of an agreement should they fail to comply with its demands. Finally, the conclusion is made that even though the TDCA was created to assist South Africa with its reintegration into the world market, it will ultimately be the EU that benefits most from the agreement.
AFRIKAANSE OPSOMMING: Suid-Afrika en die Europese Unie (EU) het in Oktober 1999 In vryehandelsooreenkoms, die Trade Development and Co-operation Agreement (TDCA) onderteken, wat op 1 Januarie 2000 in werking getree het. Die TDCA is ontwerp om bilaterale handel-, ekonomiese-, politieke- en sosiale samewerking te bevorder en bestaan uit drie komponente, naamlik die skep van 'n vryehandelgebied tussen die EU en Suid-Afrika; finansiele steun deur die EU aan Suid-Afrika onder die European Programme for Reconstruction and Development (EPRD) en projekhulp. Die EU het egter dikwels in eiebelang opgetree (deur middel van die manipulasie van die Wyn- en Spiritus Ooreenkoms) tydens die onderhandelingsproses in 'n poging om die beste moontlike ooreenkoms vir homself te beding. Die doel van hierdie studie was om te bepaal wat presies handelsmerke is, en watter implikasies die EU se beskerming van intellektuele eiendomsregte aangaande wyn- en spiritushandelsmerke op i) die Suid-Afrikaanse wynbedryf sal he, ii) of Suid-Afrika 'n ander opsie kon uitoefen, iii) of hierdie aksie In presedent geskep het waarmee die EU Suid-Afrika of enige van sy ander ontwikkelende handelsvennote in die toekoms weer sal kan dwing om toegewings te maak, en iv) wie die meeste baat vind by die TDCA. Die studie het tot die gevolgtrekking gekom dat die EU deur die manipulasie van die Wyn- en Spiritus Ooreenkoms aan Suid-Afrika geen keuse gegee het nie as om die gebruik van die betwiste handelsmerke op te se - iets wat reeds die Suid-Afrikaanse wynbedryf geknou het - in 'n poging om die TDCA te behou. Hierdie optrede skep 'n presedent dat die EU voortaan in onderhandelings met ander ontwikkelende state weer kan dreig om die hele ooreenkoms te verongeluk indien daar nie aan sy eise voldoen word nie. In die laaste instansie is daar tot die gevolgtrekking gekom dat, alhoewel die TDCA daarop gemik was om Suid-Afrika te help met sy herintegrasie tot die wereldmark, dit uiteindelik die EU is wat die meeste daarby gaan baat.
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Arlauskaitė, Živilė. « Lietuvos nacionalinė vaistų politika reguliavimo aspektu ». Master's thesis, Lithuanian Academic Libraries Network (LABT), 2008. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2008~D_20080626_094024-49430.
Texte intégralRésumé :
Svarbūs socialinės ir farmacijos politikos uždaviniai yra aprūpinimas vaistais ir vaistų išlaidų kompensavimo sistemos vystymas. Šioje srityje susiduriama su problemomis, būdingomis visuomenėms, stokojančioms resursų, ekonominio ir politinio stabilumo. Visuomeninio sveikatos priežiūros finansavimo apimties problemos aktualios ir ekonomiškai pajėgiausių valstybių viešajai politikai. Senstant populiacijai, kyla sveikatos paslaugų poreikis, siekiama naujų efektyvesnių preparatų įdiegimo. Tai skatina vaistų išlaidų augimą šalyse.
Valstybių vyriausybės bando reguliuoti farmacijos rinką. Jos turi subalansuoti besiskiriančius tikslus. Pirma, vyriausybės turi užtikrinti sveikatos politikos tikslus: saugoti visuomenės sveikatą; užtikrinti pacientų priėjimą prie saugių ir efektyvių vaistų; gerinti priežiūros kokybę; ir užtikrinti, kad išlaidos farmacijai netaps pernelyg didelės, kad pakenktų šiems vyriausybiniams tikslams. Taigi teisingumas ir efektyvumas (t.y. ribotų resursų geriausias panaudojimas norint padidinti visuomenės sveikatą) ir pacientų reikmių patenkinimas, yra svarbiausi tikslai. Vienas iš vyriausybės vaidmenų farmacijos politikoje yra pasirūpinti finansavimu ir sistema, kuri sudarytų sąlygas priežiūros kokybei.
Nacionalinė vaistų politika – tai valstybės institucijų priemonės ir veiksmai siekiant užtikrinti galimybę įsigyti Lietuvoje kainos ir teritoriniu požiūriu prieinamų, tinkamos kokybės, veiksmingų bei saugių vaistų ir gauti tinkamos kokybės farmacines... [toliau žr. visą tekstą]Important tasks of social and pharmacy politics are the supply of pharmaceuticals and developing system of reimbursement of costs on pharmaceuticals. There are problems with societies, which lack for resources, economical and political stability. Problems with financing health care are also important to economically strong countries. Because of population ageing, requirements of health care services grow and the object is implementation of new, more effective preparations. This also promotes growing of costs on pharmaceuticals. Governments try to regulate few markets as much as they do the pharmaceutical market. They have to balance contrasting objectives. First, governments must secure health policy objectives: protecting public health, guaranteeing patient access to safe and effective medicines, improving the quality of care and ensuring that pharmaceutical expenditure does not become excessive so as to undermine these and other government objectives. Equity and efficiency (i.e. making best use of limited resources to increase population health) and meeting patient need are, therefore, perhaps the prime objectives. One of the roles of government in pharmaceutical policy is to provide the funding and framework that allows that quality of care. National policy of pharmaceuticals involves means and acts of state institutions pursuing to ensure possibility to procure drugs, which are cost and territorially available, effective and secure, and also involves possibility to get... [to full text]
Livres sur le sujet "Marketing – Political aspects"
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Political marketing. Los Angeles : SAGE, 2011.
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Onuigbo, Okonkwo. Political marketing in Nigeria. Abia, Nigeria : Esquire Press and Books Company, 2008.
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Jennifer, Lees-Marshment, Strömbäck Jesper et Rudd Chris, dir. Global political marketing. New York : Routledge, 2009.
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1954-, O'Shaughnessy Nicholas J., et Henneberg Stephan C. M, dir. The idea of political marketing. Westport, Conn : Praeger, 2002.
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Political marketing and British political parties. 2e éd. Manchester : Manchester University Press, 2008.
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The problem of political marketing. New York : Continuum, 2008.
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Lees-Marshment, Jennifer. Political marketing : Principles and applications. Milton Park, Abingdon, Oxon : Routledge, 2009.
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Kumar, Arun. Political marketing in India. New Delhi : Regal Publications, 2009.
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Arun, Kumar. Political marketing in India. New Delhi : Regal Publications, 2009.
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Midwest Alliance in Nursing. Program Meeting. Marketing, nursing, political power. Indianapolis, IN : The Alliance, 1986.
Trouver le texte intégralChapitres de livres sur le sujet "Marketing – Political aspects"
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Sen, Subhasis, Kannan Rajagopal et Kinkini Bhattacharjee. « Marketing of Greener Products ». Dans Handbook of Research on Economic and Political Implications of Green Trading and Energy Use, 293–314. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-8547-3.ch017.
Texte intégralRésumé :
The objective of the chapter is to discuss different aspects of marketing of greener products with some secondary source information. The theoretical analysis and the data reveal that there have been increasing implications of different generations towards greener or ecological products. More specifically, the younger generations prefer the greener products more as compared to older population.
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Guirao, Fernando. « Marketing the 1970 Agreement ». Dans The European Rescue of the Franco Regime, 1950-1975, 301–18. Oxford University Press, 2021. http://dx.doi.org/10.1093/oso/9780198861232.003.0007.
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The basic feature of the 1970 Agreement between the EEC and Spain, Chapter 6 explains, was the negotiated asymmetry in favour of Spain. Franco’s governments succeeded in securing irreversible access to the Common Market, with the most favourable terms possible for a non-EEC country. This was despite the increasing political costs for the Six/Nine and Madrid not having to pay the price of political evolution. The Spanish administration accepted that the Franco regime should evolve but only if the speed and the destination were left up to Madrid. The 1970 Agreement represented a shield granted by the Six in favour of Franco Spain. The Six and the EEC Council and Commission dealt with a relatively weak partner. Meanwhile, Spain faced a set of countries that together formed an omnipotent trading bloc and embodied the highest democratic values. Despite this, Franco’s negotiators succeeded in imposing the essential aspects of their objectives.
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Bignoux, Stephane. « Engaging Young Voters in the Political Process ». Dans Research Anthology on Citizen Engagement and Activism for Social Change, 1476–93. IGI Global, 2022. http://dx.doi.org/10.4018/978-1-6684-3706-3.ch078.
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The aim of this chapter is to analyse young voter engagement in modern Western democracies. Why young voters? Young voters are disengaged from the political process. In order to complete the analysis, the author adapts an engagement model from social media marketing. The adapted model consists of three parts: consumption, contribution, and (co) creation of brand related materials. The author hypothesises that each aspect of the model is related to the other and that all three aspects of the model are positively related to loyalty to the political party brand. The aim of this conceptual adaptation is to investigate a new way to re-engage young voters with the political party brand, thereby strengthening one pillar of modern democracy.
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Bignoux, Stephane. « Engaging Young Voters in the Political Process ». Dans Advances in Public Policy and Administration, 89–112. IGI Global, 2020. http://dx.doi.org/10.4018/978-1-7998-3677-3.ch004.
Texte intégralRésumé :
The aim of this chapter is to analyse young voter engagement in modern Western democracies. Why young voters? Young voters are disengaged from the political process. In order to complete the analysis, the author adapts an engagement model from social media marketing. The adapted model consists of three parts: consumption, contribution, and (co) creation of brand related materials. The author hypothesises that each aspect of the model is related to the other and that all three aspects of the model are positively related to loyalty to the political party brand. The aim of this conceptual adaptation is to investigate a new way to re-engage young voters with the political party brand, thereby strengthening one pillar of modern democracy.
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Wei, Zhang, et Yang Ke. « The Wisdom of the Crowds ». Dans Understanding the Interactive Digital Media Marketplace, 330–37. IGI Global, 2012. http://dx.doi.org/10.4018/978-1-61350-147-4.ch026.
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What happens when a classic tool meets the Internet? This is the question that word of mouth (WOM) marketing faces. Word of mouth marketing as the oldest marketing method was completed by oral communication. But since entering the Internet era, and especially with the advent of Web 2.0, the way people share information is more dependent on hands rather than mouth – that is, through the keyboard, mouse, and smart phones – to affect others easily. This chapter will discuss the blogs and eWoM from the business, technical, social, and political aspects to reveal how eWoM thrives in the age of the Internet.
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Takavarasha, Jr., Sam, et Eldred Masunungure. « The Opportunities and Challenges of using Email for Political Communication in Authoritarian States ». Dans Advances in Human and Social Aspects of Technology, 147–65. IGI Global, 2014. http://dx.doi.org/10.4018/978-1-4666-6066-3.ch009.
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This chapter uses Illich's (1973) concept of conviviality for analysing the challenges and opportunities of using email for political communication in authoritarian states. Based on evidence from a case study of Zimbabwe's Media Monitoring Project (MMPZ), it contends that while conviviality allows the use of ICTs for political mobilisation, it also enables a counterproductive “big brother” effect. In addition to constant censorship and overt operations, covert strategies are often used for disrupting communication platforms. This calls for a framework for harnessing ICTs for political mobilisation. This chapter is a case study on how perceived state surveillance disrupted a vibrant communicative space in Zimbabwe. Based on evidence from the volumes of email traffic transacted over two weeks of panic, anger, and heroism, the chapter discusses the challenges and opportunities of using email for political mobilisation and warns against uncritical celebration of the role of ICTs in political mobilisation. It concludes by suggesting how the adaption of e-strategies from email marketing to political communication is among the skills that could break the tie between political opponents armed with the same convivial tools for political communication in the information age.
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Baarda, Rachel, et Rocci Luppicini. « Shaping Digital Democracy in the United States ». Dans Advances in Human and Social Aspects of Technology, 213–31. IGI Global, 2014. http://dx.doi.org/10.4018/978-1-4666-6122-6.ch014.
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Ethical challenges that technology poses to the different spheres of society are a core focus within the field of technoethics. Over the last few years, scholars have begun to explore the ethical implications of new digital technologies and social media, particularly in the realms of society and politics. A qualitative case study was conducted on Barack Obama's campaign social networking site, my.barackobama.com, in order to investigate the ways in which the website uses or misuses digital technology to create a healthy participatory democracy. For an analysis of ethical and non-ethical ways to promote participatory democracy online, the study included theoretical perspectives such as the role of the public sphere in a participatory democracy and the effects of political marketing on the public sphere. The case study included a content analysis of the website and interviews with members of groups on the site. The study's results are explored in this chapter.
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Nene, Manisha J., et Prashant Gupta. « CyberPsycho Effect ». Dans Advances in Human and Social Aspects of Technology, 186–98. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-3477-8.ch010.
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The Internet has become a platform for different campaigns like political, social, cultural and marketing. Researchers are working on the effect of these services on human behavior and how the use of Internet and social network persuade the environment. This chapter focuses on the causes and effects of persuasive messages based on current trending news and events which can influence an individual's behavior. Cyberspace plus Psychological effect equals to CyberPsycho Effect leading to CyberPsycho attacks. In CyberPsycho attacks, an attacker uses cyberspace and social network to affect attitude or behavior of an individual or a targeted society, and achieve certain goals to attain political, religious, economical, and social gains. It motivates social media users towards a certain objective by spreading the persuasive messages in the form of texts, images or videos. The study is unique, valuable and compels the experts to understand the impact of Internet addiction.
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Carvalho, Fatima Lampreia, Manuela Guerreiro et Nelson Matos. « Overtourism ». Dans Handbook of Research on the Impacts, Challenges, and Policy Responses to Overtourism, 12–36. IGI Global, 2020. http://dx.doi.org/10.4018/978-1-7998-2224-0.ch002.
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This chapter conceptualises the notion of overtourism by providing a systematic literature review mapping the existing research knowledge. The mapping exercise benefits from textual data from academic articles on overtourism. The study focuses on measures to counteract overtourism from a marketing perspective. Since tourism is about customers' experiences, understanding overtourism and its aspects is crucial at a time the market growth calls for measures to control this phenomenon. Using online databases and NVIVO 12 software, 66 articles were selected for bibliographic content analysis. Findings highlight the need to work the concept of overtourism in a holistic approach encompassing five dimensions: social, political & governance, marketing & customer experience, economic, and environmental. Results permitted to identify other dimensions; overtourism, symbolic, ethical-moral, cultural. Managing overtourism is challenging because whereas tourism is about customers' experiences, for policy makers overtourism encompasses strategies with collective effects.
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Khanam, Fahima, Mahmud Ullah et Muhammad Omar Al-Zadid. « Factors Shaping the Patterns of Online Shopping Behavior ». Dans Encyclopedia of Data Science and Machine Learning, 1127–42. IGI Global, 2022. http://dx.doi.org/10.4018/978-1-7998-9220-5.ch065.
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The rapid growth of online shopping in almost each of the countries around the world has generated lots of interest among the academicians and marketing professionals to search for up-to-date research-based knowledge on shopping behavioral patterns of the online shoppers to help the decision makers make data-based marketing decisions. The behavioral patterns of the online shoppers among the different countries in the world certainly differ a lot. Apparently, digital divide may be blamed as the main culprit for it, but these differences are there not only because of the nuances of the digital phenomena. There are many other social, cultural, technological, technical, economic, political, legal, educational, religious, etc. factors as well. The article explores the most influential factors, and a number of other factors too, to contribute new contents to the existing literature. It provides some useful perspectives of the various aspects of online shopping by carefully probing into consumers' intention toward online purchase in more depth and detail.
Actes de conférences sur le sujet "Marketing – Political aspects"
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Eickel, Bianca, et Richard Perassi. « The evolution graphic-symbolic communication positioning of the Multilaser technological brand ». Dans LINK 2021. Tuwhera Open Access, 2021. http://dx.doi.org/10.24135/link2021.v2i1.97.
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With the globalization process, the concept of technology is widespread in the construction of a more simplified society (Harvey, 2008). Over time, technology evolves and transforms, during this process, communication and culture follow the changes. Companies inserted in this sociocultural network seek to communicate with the consumer, and thus the positioning is irrefutable in this marketing process. If technology, communication, and culture change and transform over time, then brand positioning must also follow this movement (Sant'Anna, 1998). Advertising uses the word technology as a sales argument and to position the brand in the minds of consumers, however, there is confusion in the representation of graphic visuality in technology companies when it comes to giving imagery meaning to the technology itself. It is believed that part of it is given by the cultural, political, and tooling aspects available for these constructions, as well as, it is intended to study the possible cause of hypertrophy of the aesthetic function in communication products, a concept addressed by Perassi (2001) when elucidating a pathology of representations that mischaracterize the referential and advertising function. Based on this context, the theme of this proposal will describe the evolution process of the graphic-symbolic communication positioning of the Multilaser technological brand, and thus analyze the changes in positioning from the perspective of design. The chosen brand brings relevance to the study because it went through historical milestones in its business and communication structure, which will contribute to the descriptive analysis of its evolution. The company was founded in Brazil in 1987. It started operating in the printer and photocopying segment, recycling cartridges until 2003, after the company entered the computer, accessories, and cell phone line, and consequently changed its positioning and starts to compete with major players in the world technological market. It currently has 44 thousand points of sale in Brazil, and portfolio of 15 departments. The problem of the proposal takes into account a large amount of importation of technological products, and soon it is believed in the importation of communication, and design references. The study is justified by the need to assess the perception of confusion in graphic representation and hypertrophy of the aesthetic function in communication in the Brazilian technological segment. To achieve the result, a qualitative methodological approach will be used, aimed at the perception of meanings that are intrinsic in beliefs, values, and attitudes in human relationships. Therefore, so that the research objectives are achieved, the study will be divided into three stages of development: exploratory, bibliographical, and documentary. The discussions that take place in this proposal bring the relationship between communication and culture, visual communication as a form of brand positioning, as well as graphic advertising representation in communication from the perspective of design. The study will be limited to graphic products for advertising communication, which is expected to understand a look at the advancement of knowledge in visuality and graphic-symbolic positioning of Brazilian technology brands, as well as the role of professionals in the field of design.
Rapports d'organisations sur le sujet "Marketing – Political aspects"
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Hotsur, Oksana. SOCIAL NETWORKS AND BLOGS AS TOOLS PR-CAMPAIGN IMPLEMENTATIONS. Ivan Franko National University of Lviv, mars 2021. http://dx.doi.org/10.30970/vjo.2021.50.11110.
Texte intégralRésumé :
The article deals with the ways in which social networks and the blogosphere influence the formation and implementation of a PR campaign. Examples from the political sphere (election campaigns, initiatives), business (TV brands, traditional and online media) have revealed the opportunities that Facebook, Telegram, Twitter, YouTube and blogs promote in promoting advertising, ideas, campaigns, thoughts, or products. Author blogs created on special websites or online media may not be as much of a tool in PR as an additional tool on social media. It is noted that choosing a blog as the main tool of PR campaign has both positive and negative points. Social networks intervene in the sphere of human life, become a means of communication, promotion, branding. The effectiveness of social networks has been evidenced by such historically significant events as Brexit, the Arab Spring, and the Revolution of Dignity. Special attention was paid to the 2019 presidential election. Based on the analysis of individual PR campaigns, the reasons for successful and unsuccessful campaigns from the point of view of network communication, which provide unlimited multimedia and interactive tools for PR, are highlighted. In fact, these concepts significantly affect the effectiveness of the implementation of PR-campaign, its final effectiveness, which is determined by the achievement of goals. Attention is drawn to the culture of communication during the PR campaign, as well as the concepts of “trolls”, “trolling”, “bots”, “botoin industry”. The social communication component of these concepts is unconditional. Choosing a blog as the main tool of a marketing campaign has both positive and negative aspects. Only a person with great creative potential can run and create a blog. In addition, it takes a long time. In fact, these two points are losing compared to other internet marketing tools. Further research is interesting in two respects. First, a comparison of the dynamics of the effectiveness of PR-campaign tools in Ukraine in 2020 and in the past, in particular, at the dawn of state independence. Secondly, to investigate how/or the concept of PR-campaigns in social networks and blogs is constantly changing.