The aim of this study is to explore the implementation of viral marketing in Politics. We led a case study in order to discover how viral techniques were used to promote candidates running for the 2007 French election. The review of previous research provided learning about the use of new communication methods in electoral campaigns.Nevertheless, they are not specifically devoted to the viral marketing method. At present, theoretical models about this new phenomenon exist only for business sectors. Viral marketing is becoming of greater importance in the promotion of a candidate's brand image. It was interesting to discover how marketing techniques are transferred into the field of politics. Through our theoretical framework we analysed res...
The field “political marketing”, although relatively new, has grown quickly over the last decade. No...
The usage of Marketing metrics in the context of Political campaigns is no longer a matter worth que...
The way elections are carried out today has been changed dramatically. Electorate has become a targe...
The aim of this study is to explore the implementation of viral marketing in Politics. We led a case...
Das Paper stellt das vergleichsweise neue Kommunikationsinstrument des Viralen Marketings im Kontext...
Viral marketing refers to the application of traditional word-of-mouth marketing to the online envir...
National audiencePolitical marketing is more and more influenced by commercial advertisement practic...
Purpose - This paper seeks to investigate the communication strategy of the two main candidates in t...
Aim: Over the years, marketing has become a more and more important tool in politics in general. In ...
This research contains an in-depth analysis of viral marketing used by modern firms as a tool to ad...
International audienceThis study examines the campaign websites of presidential candidates during th...
International audienceStudies of online campaigning tend to focus on the supply side: the way politi...
In a modern political competition that is open and transparent, contestants need amethod that can fa...
In the modern times of highly fragmented political communication where every participant has access ...
Ever since the 1980s, political parties have used commercial marketing agencies to conduct their ele...
The field “political marketing”, although relatively new, has grown quickly over the last decade. No...
The usage of Marketing metrics in the context of Political campaigns is no longer a matter worth que...
The way elections are carried out today has been changed dramatically. Electorate has become a targe...
The aim of this study is to explore the implementation of viral marketing in Politics. We led a case...
Das Paper stellt das vergleichsweise neue Kommunikationsinstrument des Viralen Marketings im Kontext...
Viral marketing refers to the application of traditional word-of-mouth marketing to the online envir...
National audiencePolitical marketing is more and more influenced by commercial advertisement practic...
Purpose - This paper seeks to investigate the communication strategy of the two main candidates in t...
Aim: Over the years, marketing has become a more and more important tool in politics in general. In ...
This research contains an in-depth analysis of viral marketing used by modern firms as a tool to ad...
International audienceThis study examines the campaign websites of presidential candidates during th...
International audienceStudies of online campaigning tend to focus on the supply side: the way politi...
In a modern political competition that is open and transparent, contestants need amethod that can fa...
In the modern times of highly fragmented political communication where every participant has access ...
Ever since the 1980s, political parties have used commercial marketing agencies to conduct their ele...
The field “political marketing”, although relatively new, has grown quickly over the last decade. No...
The usage of Marketing metrics in the context of Political campaigns is no longer a matter worth que...
The way elections are carried out today has been changed dramatically. Electorate has become a targe...