This research explores the application of new information and communications technology in political marketing. As a representative of Web2.0, blog has changed the way of interaction between the media and users as well as that between media
users. Blog makes it possible for information receivers transmit messages and express views from bottom-up. As blog develops globally with its users increased, it has become an increasingly important issue regarding how it can be used for political
marketing. It is common that Taiwan¡¦s politicians are increasingly interested in developing their own blogs for marketing themselves and providing constituency
service.
This study aims to examine how mayor candidates take advantage of blog for campaign marketing. It tries to understand and describe the intention of political
bloggers. It also explores the key success factors regarding how political candidates conduct campaign marketing using blog.
By a literature review of the Internet development and evolution, digital democracy, political marketing and blogs, the author found out six dimensions and 35sub-dimensions for evaluation: content expression, interactivity, marketing and promotion, business model and friendliness of using. Through analytic hierarchy process (AHP) , the first-wave survey for bloggers results in the first-half sub-dimensions. The second-wave interview was conducted to seven experts in the field of political marketing, which results in the priority-setting of the sub-dimension factors.
The result shows that political marketing using blog targets mainly on young and well-educated electorates. The reasons for their using blog include fast accumulation of political information, interaction with candidates, and support from others. It shows
that friendliness of access, interaction, and business model are the top three concerns when establishing a campaign blog. They are followed by marketing and promotion, interface design, and content expression. This study will contribute to the understanding of using blog for political marketing both at theoretical and practicallevels.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0726107-095800 |
| Date | 26 July 2007 |
| Creators | Fan, Cheng-yi |
| Contributors | NONE, NONE, NONE |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0726107-095800 |
| Rights | off_campus_withheld, Copyright information available at source archive |
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