engleski

The efficiency of online content in political campaigns

In recent years, social media has become an indispensable part of political campaigns, enabling political parties to have a strategic approach to creating digital campaigns. This paper deals with the identification of indicators that show the engagement of the online voter body. The first is the concept of political marketing, as well as the presentation of the modernization of political campaigns and funds through the stages of development. Then, the role of social media in political campaigns has been defined. By identifying the importance of monitoring political campaigns on social media, the paper reviews the existing developed and applied methodologies that determine the effects of political campaigns on the online voter body. Existing research has set a framework for the proposal of new methodologies for measuring the efficiency of engaging the online voter body on social media Facebook and Twitter. The proposed methodology defined in this paper will be a quantitative analysis of the published content of political parties in Serbia as well as the basis for a strategic approach in creating digital campaigns.

political marketing ; social media ; real engagement ; efficiency

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