Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


The Adoption of Digital Political Communication Strategies during the Electoral Campaign of Presidential Candidates and Non−Presidential Candidates

Author(s): Senda Baghdadi

Social media play a key role in the political communication of candidates in an election campaign. They influence the voting behavior of citizens. Through digital political communication, the candidate for elections can convey characteristics related to his personality and his aptitude. Thus, first the author is based on theory and presents the digital political communication strategy, the effectiveness of social networks (FB and Twitter) and the indicators of a presidential candidate. Secondly, the author presents the results and analyzes of two qualitative studies. This paper combines two strategic perspectives, the one of election candidates and the other of the voters, into the same study in order to identify managerial implications in the third place by proposing a successful digital political communication strategy based on the indicators of a presidential candidate.


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