Building a strong relationship with ayoung target market: An Analysis of youth-friendly and relevantpolitical campaigns through social media in theuk
Başlık çevirisi mevcut değil.
- Tez No: 720544
- Danışmanlar: DR. MİNG LİM
- Tez Türü: Yüksek Lisans
- Konular: İşletme, Business Administration
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 2015
- Dil: İngilizce
- Üniversite: University of Leicester
- Enstitü: Yurtdışı Enstitü
- Ana Bilim Dalı: Belirtilmemiş.
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: 70
Özet
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Özet (Çeviri)
Young voters' low interest and involvement in politics have been discussed for years. Although voting behaviour studies explicate the characteristics of young voters and political branding efforts help to open avenues toward creating a strong relationship with parties' target markets, there is a need to combine voting behaviour and political branding to ensure appropriate contributions to the literature and political parties' marketing strategies. In light of this, the purpose of this dissertation is to understand in what way political parties can build a strong relationship with a young target market. Additionally, the study investigates how political parties can build youthfriendly and relevant political campaigns through social media. To achieve the research goals, an exploratory approach to examining a Twitter case study using qualitative research methods are applied in this work. Tweets from The Conservative Party and UK Independence Party were analysed in this empirical research. Findings suggest that both UK parties' social media efforts are inefficient at attracting young voters to vote. Additionally, their use of negative messages is shown to increase young people's pessimistic perception of politics. This study contributes to extant knowledge by explaining the effect of political parties' social media efforts on young voters. It also contributes to current knowledge in political marketing. Its recommendations can help political parties and individual candidates to enhance the impact of social media campaigning on a young target market.
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