Please use this identifier to cite or link to this item: http://scholarbank.nus.edu.sg/handle/10635/16333
Title: Riding the Cyber-Campaign Wave: Highs and Lows of Promoting Philippine Candidates on the Web
Authors: JUSTINE ESPINA-LETARGO
Keywords: campaign websites, political marketing, candidate websites, Internet, marketing
Issue Date: 30-Nov-2009
Source: JUSTINE ESPINA-LETARGO (2009-11-30). Riding the Cyber-Campaign Wave: Highs and Lows of Promoting Philippine Candidates on the Web. ScholarBank@NUS Repository.
Abstract: This paper studied how local candidates in the 2007 midterm elections used their official campaign websites to woo voters, using one-on-one interviews with candidates or their campaign staff. It also examined the opinions of their target audiences through focus group interviews. Meanwhile, this paper borrowed from the principles of political and web-based marketing in order to evaluate the efficacy of campaign websites as tools for selling candidates to the so-called political consumer. This paper has found that all the candidate websites studied were mostly utilized to provide a comprehensive array of information about candidates on the Internet, more than encouraging participation from site visitors and donors to the campaign. From a marketing perspective, sites were not proven to be effective in promoting their brands. The online audience meanwhile found sites to be information-rich but expected more interactivity from them, and from the candidates being promoted on the sites.
URI: http://scholarbank.nus.edu.sg/handle/10635/16333
Appears in Collections:Master's Theses (Open)

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