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.
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.
Citation countsare sourced monthly fromand citation databases.
These databases contain citations from different subsets of available publications and different time periods and thus the citation count from each is usually different. Some works are not in either database and no count is displayed. Scopus includes citations from articles published in 1996 onwards, and Web of Science generally from 1980 onwards.
Citations counts from theindexing service can be viewed at the linked Google Scholar™ search.
Full-text downloadsdisplays the total number of times this work’s files (e.g., a PDF) have been downloaded from QUT ePrints as well as the number of downloads in the previous 365 days. The count includes downloads for all files if a work has more than one.
|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|
Repository Staff Only: item control page