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dc.contributor.authorLeppäniemi, Matti
dc.contributor.authorKarjaluoto, Heikki
dc.contributor.authorLehto, Heikki
dc.contributor.authorGoman, Anni
dc.date.accessioned2015-12-17T05:44:51Z
dc.date.available2015-12-17T05:44:51Z
dc.date.issued2010
dc.identifier.citationLeppäniemi, M., Karjaluoto, H., Lehto, H., & Goman, A. (2010). Targeting young voters in a political campaign: Empirical insights into an interactive digital marketing campaign in the 2007 Finnish general election. <i>Journal of Nonprofit & Public Sector Marketing</i>, <i>22</i>(1), 14-37. <a href="https://doi.org/10.1080/10495140903190374" target="_blank">https://doi.org/10.1080/10495140903190374</a>
dc.identifier.otherCONVID_19961248
dc.identifier.otherTUTKAID_42412
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/48162
dc.description.abstractAt general elections across Europe, turnout among young people tends to be significantly lower than among older voters. Therefore, this paper examines a digital marketing campaign that was targeted at young voters in the 2007 Finnish general election. More specifically, this paper aims to provide insights into the creative development process of a political marketing campaign and the nature of the client-agency relationship in political campaigns. The methodology adopted in this paper consisted of in-depth interviews with key informants involved in the campaign planning and implementation. The results provide new empirical insights into the challenges that political campaigner may face when they target political marketing at young voters. In addition, the results suggest that there are differences between commercial and political marketing also in a digital marketing context. Finally, the results support the view that marketing professionals have a strong role in a creative development process of a political marketing campaign. The ideas put forth herein can certainly help advertising professionals to plan political marketing campaigns that engage young people in future elections and therefore aid candidates in their quest to achieve electoral success.
dc.language.isoeng
dc.publisherRoutledge
dc.relation.ispartofseriesJournal of Nonprofit & Public Sector Marketing
dc.subject.otherpoliittinen markkinointi
dc.subject.othernuoret äänestäjät
dc.subject.otherkansanvaalit
dc.subject.otherpolitical marketing
dc.subject.otheryoung voters
dc.subject.othergeneral election
dc.titleTargeting young voters in a political campaign: Empirical insights into an interactive digital marketing campaign in the 2007 Finnish general election
dc.typearticle
dc.identifier.urnURN:NBN:fi:jyu-201512164062
dc.contributor.laitosKauppakorkeakoulufi
dc.contributor.laitosSchool of Business and Economicsen
dc.contributor.oppiaineMarkkinointifi
dc.contributor.oppiaineMarketingen
dc.type.urihttp://purl.org/eprint/type/JournalArticle
dc.date.updated2015-12-16T16:15:16Z
dc.type.coarjournal article
dc.description.reviewstatuspeerReviewed
dc.format.pagerange14-37
dc.relation.issn1540-6997
dc.relation.numberinseries1
dc.relation.volume22
dc.type.versionacceptedVersion
dc.rights.copyright© Taylor & Francis Group, LLC. This is a final draft version of an article whose final and definitive form has been published by Routledge. Published in this repository with the kind permission of the publisher.
dc.rights.accesslevelopenAccessfi
dc.subject.ysodigitaalinen markkinointi
dc.subject.ysoInternet
dc.subject.ysotapaustutkimus
jyx.subject.urihttp://www.yso.fi/onto/yso/p23942
jyx.subject.urihttp://www.yso.fi/onto/yso/p20405
jyx.subject.urihttp://www.yso.fi/onto/yso/p10982
dc.relation.doi10.1080/10495140903190374


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