Internet Marketing Strategy: The Case of Barack Obama in the 2008 American Presidential Campaign

• Main Authors: Han-Yung Liang, 梁涵詠
• Other Authors: 黃介正
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/34360599972572648073

碩士 === 淡江大學 === 美洲研究所碩士班 === 100 === As technology progresses and time goes by, the forms of elections held become increasingly diversified. Internet, email, social networks, and cell phones are new types of media that connect candidates and voters. Candidates aim for nomination and work to carry out fundraising campaigns, propaganda, express political views, and build an image that relies on word of mouth and social media networks. Will the internet assist with higher probability of winning elections? This thesis is based on Barack Obama’s actions in the 2008 American Presidential Campaign. It reviews literatures that summarize the campaign efforts of Barack Obama in terms of marketing propaganda, management strategy, as well as the impact and effectiveness of strategies used in internet marketing. The thesis is divided into six chapters. It first analyzes the utility and impact of the internet. Secondly, it discusses election propaganda in America, and how this plays out via the internet. Thirdly, it examines image building, from the campaign team to its internal management. Fourthly, the paper provides an analysis of Barack Obama’s Internet marketing strategies, analyzing the Campaign website, internet advertisement strategy and other internet media marketing methods. Finally, it assesses campaign strategies that explore the effect of the internet on voters’ expectations as well as their actual responses.