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The social media (r)evolution : Obama's political campaign

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.

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Abstract

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.

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ID Code: 40840
Item Type: Conference Paper
Keywords: IMC, Political Marketing, Social Media
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)
Divisions: Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2010 Please consult the authors.
Deposited On: 22 Mar 2011 12:25
Last Modified: 23 Mar 2011 16:47

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