Digital Campaign Research Articles

Emerging Trends and Influential Factors in the 2022 Punjab State Elections

This study explores the emerging trends and factors that influenced the Punjab Legislative Assembly Elections in 2022, shedding light on the evolving dynamics of electoral politics in India. The research employs a comparative analytical approach, utilizing data from various sources such as published literature, online resources, and databases to examine voter preferences, party strategies, and electoral outcomes. The 2022 elections witnessed an unprecedented victory for the Aam Aadmi Party (AAP), highlighting the shift in voter priorities towards development, unemployment, health, and sanitation. Key findings include the growing importance of social media and digital campaigns in shaping voter preferences, the increasing significance of women and youth voters in the electoral landscape, and the decline of traditional political forces. These results have crucial implications for the future of Indian politics, emphasizing the need for political parties to address changing voter priorities, engage with digital platforms, and cater to the concerns of women and youth demographics. This study provides valuable insights for political parties seeking to navigate the shifting landscape of the world's largest democracy.

A Long Story Short: An Analysis of Instagram Stories during the 2020 Campaigns

ABSTRACT Political campaigns are becoming immensely visual, with many platforms, such as YouTube, Instagram, and SnapChat, employed by candidates. We focus on the second most popular platform, Instagram, examining how the 2020 presidential candidates, Donald Trump and Joe Biden, utilize “Stories” in their digital campaigns. Instagram “Stories” allow users to capture and post related images and videos in a slideshow format that disappears after 24-hours. Yet, how did the candidates utilize the Instagram Story technology affordances, such as location tags, stickers, swipe up/websites, and hashtags? What political messages – attack, behind the scenes, or rally - did the candidates use both before and after Election Day? How do the candidates differ in the Story messages? Through the technology affordances lens, we conduct a quantitative content analysis of Instagram Stories posted by Trump and Biden one week before and after Election Day 2020. Our findings reveal how the possible actions or affordances linked to the “Story” feature allow candidates to communicate and engage with users. We conclude by offering a set of industry recommendations when using Instagram Stories in campaigns.

WEB SERIES BEAUTY BESTIE SEBAGAI KAMPANYE DIGITAL BRAND EMINA COSMETIC

The high internet penetration in Indonesia makes social media widely used by companies as an option to launch digital campaign activities. In order to launch a new series of products and increase awareness of the Emina Brigth Stuff Series, Emina Cosmetics launched a campaign activity entitled Beauty Bestie through Web Series shows that can be watched on Youtube.
 This study aims to find out how Web Series and You tube are used as campaign channels by Emina Cosmetic to campaign for the message of friends for the skin of teenagers in the midst of skincare awareness issues form an early age. This study uses a descriptive qualitative approach with a post positivistic paradigm, and uses the theory of Public Relations.
 The results found in this study are the Public Relations Campaign activities implemented by Emina Cosmetic using a persuasion strategy that is packaged in the form of a Web Series story that is broadcast on Youtube. This selesction of digital campaign channels is based on nine aspects of campaign channel selection and has succeeded in achieving communication goals and increasing brand awareness.

STRATEGI KOMUNIKASI POLITIK MARUF AMIN DALAM KAMPANYE PEMILU 2019: PEMBELAJARAN UNTUK POLITIK ANTI-HOAX

Social media feed—which is populated with text embedded in numerous forms of multimedia contents—has been a crucial battleground for politicians to situate their policy relevance to the public during election campaign. Narrative building is somewhat played out by politicians in digital space to seek an earlier assurance of their victory. This article analyses how the proponent 2019 Indonesia presidential election candidate, Joko Widodo and his running mate, Ma’ruf Amin assigns a duality of function to the anti-hoax narrative besides renders it as a firm stance they take to differ from their rival. We employ action research at the scene drawing upon the five-month period of observing one of the consultative groups to the candidate on the matter of digital campaign, and at times sharing our perspective on digital literacy and tackling disinformation. Anti-hoax narrative in the context of election turns out to be an inescapable hot topic that arguably serves as a sort of ‘free-to-use political resource’ ready to be availed of by politicians to reiterate an agenda, counterbalance and issue, or even instill a new idea regarding nationhood.

Exploring digital news, advocacy networks and social media campaigns ‘for’ and ‘against’ cannabis legalisation during New Zealand’s cannabis legalisation referendum

New Zealand’s 2020 cannabis legalisation referendum was narrowly defeated. Some post-referendum commentary claimed that the anti-reform campaign dominated the information space. Digital media represented a new forum for referendum advocacy. We analysed reporting on the cannabis referendum by six leading New Zealand digital news providers and Facebook advocacy campaigns ‘for’ and ‘against’ legalisation during 3 months pre-referendum. The mean sentiment score of media articles was marginally supportive of reform (+0.4 on a scale of −2 to +2). On average, pro-legalisation articles were re-published more often (2.3 vs 1.5 times for anti-reform), received better website placement (52% of articles published in the prime website section) and had more Facebook interactions (mean 1129 vs 771 for anti-reform). Ninety six per cent of articles were shared on Facebook, including via paid advertising. The principal pro-legalisation campaigner spent four times as much on Facebook advertising as the principal anti-legalisation campaigner. The networked map of Facebook posts illuminated links between digital media and cannabis advocacy. We find that pro-legalisation campaign dominated the digital information space, while the anti-legalisation campaign relied on traditional media, such as billboards. Combining media sentiment analysis with network analysis of social media posts provided new insights into the cannabis referenda debate.

Ethical Marketing Model for Luxury Hotel Chains: Development and Validation of a Performance Evaluation Tool

The aim of this study is to develop a new performance evaluation tool that is stringently applied to the hotel chains, considering the associated ethical marketing dimensions to measure its proper strategic, tactical, and operational role and impact within hospitality marketing management plans, campaigns, and strategies implemented. A Delphi technique was conducted as the selected research qualitative method, comprising three rounds. A total of 23 panel participants, such as directors and managers of marketing, e-commerce, sales, and branding, completed all three rounds. Two major areas of ethical marketing, internal and external, both divided into five dimensions, each with underlying items, were found to comprise the ethical marketing model for luxury hotel chains: (1) internal area of marketing (with five dimensions: integration, training, equal opportunities, performance evaluation, and smart policies) and (2) external area of marketing (with five dimensions: stakeholders, booking platforms and CRM, marketing plan, digital marketing campaigns, and social media platforms). The study concludes with useful insights and remarks. The generalisability of the results may be limited owning to the partial or not full applicability across all luxury hotel chains. The model still needs to be empirically applied in luxury hotel chains to enrich its robustness, covering a wider spread of four- and five-star luxury hotels. There is a growing potential for researchers, hotel decision makers, and marketing and sales managers and directors to achieve many advantages and benefits from the proposed model, supporting the efforts for ethical marketing theory and practice, such as hotel brand positioning strategies and formulation of more targeted and finely tuned ethical marketing strategies, tactics, and plans. This is the first study to develop and validate a performance evaluation tool of ethical marketing for luxury hotel chains. This pioneering approach extends the scope into ethical marketing because this model has never been used in this area.

Comparative analysis of strategies of Chinese companies in the digital economy

With the progress of science and technology, the world is experiencing rapid digital transformation, new technologies and new business models are developing, digital technology and traditional industries are expanding their integration and involvement levels, and the economies and societies of various countries are increasingly entering the digital age. The overall scale of the world’s digital economy continues to grow, and the proportion of the digital economy is increasing, but the development between regions is uneven, and the problem of the digital divide is highlighted. The level of digital economic development is highly related to the overall level of economic development. The overall level of digital economy development in advanced economies is higher, the digital economy is larger, and the digital economy accounts for a higher proportion of the total domestic economy. It has entered a highly digitized stage, and the world’s major Internet companies and high-tech companies are also highly concentrated in these countries and regions. The article presents the results of a comparative analysis of the strategies of Chinese companies in the digital economy. The work was written in accordance with the strategy methodology of the Foreign Member of the Russian Academy of Sciences (Life-time), Dr.Sci. (Econ.), Professor Vladimir L. Kvint. The author pays considerable attention to the current state and forecasts of the digitalization of the Chinese economy, the connection between digital transformations and the growing need of the population to improve technologies that simplify their life. Based on statistical data, the author determines the advantages and disadvantages of existing digital technologies, states the deepening of their integration with the industrial sector. Analyzing the strategies of the largest digital campaigns, the author reveals the dynamics of the use of applications developed by them by citizens. In conclusion, a conclusion is made about the importance and rapid spread of digital technologies, as well as the need for states interested in their development to create conditions for the latter.

Beautiful failure: A case study on #EqualityActJapan and a lesson in failing well on social media

Together with Athlete Ally, All Out and over 100 LGBT organisations in the Japan Alliance for LGBT Legislation, Human Rights Watch created the #EqualityActJapan campaign, calling for the first LGBT equality bill in Japan. Sadly, although this global digital campaign was impeccably delivered, exceeding key performance indicators such as cost efficiency, engagement, reach and total petitions delivered to political targets, the bill was never introduced. This paper discusses what happens when a campaign meets all of its digital campaigning key performance indicators but not its policy or legislative objective, providing a case study in how to fail well on social media. The lessons learned from this experience are crucial to apply to future digital campaigns.

CURRENT TRENDS IN THE DEVELOPMENT OF THE DIGITAL MARKETING ECOSYSTEM

The article considers and systematizes the main elements of the digital marketing ecosystem in terms of current trends on the Internet. Given the fact that digital marketing is one of the important areas of the information society, the views of researchers on the components of this type of marketing and its role in the modern world are presented. It is noted that when considering digital marketing, not all researchers consider it appropriate to call it an ecosystem, although based on a number of grounds, this definition is quite correct. It is emphasized that the process of creating a digital campaign aims to increase customer loyalty to brands and profits from potential customers, which requires a balanced ecosystem of digital marketing. Elements of the ecosystem of digital marketing, as well as the sequence of their development and inclusion in the symbiotic process are highlighted. It is outlined that in addition to the visual component, the content should be given special attention, so first of all, the goals that the brand wants to achieve should be defined. The next step is to develop attractive content that will delicately create a need for a product or service of a particular brand. Particular attention is paid to the elements of the website, in particular its components such as security, as well as components of the ecosystem, namely search engine optimization, advertising, social networking, web analytics and more. Emphasis is put upon the fact that marketing on social networks contributes to the maximum expansion of the brand, the combination of interesting content and social network with the appropriate audience maximizes the target audience, constantly attracting new customers. It is concluded that in the modern ecosystem of digital marketing, only a well-thought-out symbiotic connection of all digital media has a chance to promote the brand successfully on the Internet. In addition, the effectiveness of the ecosystem depends on the degree of relevance of its main elements, such as the website, social media, e-mails, etc. It is noted that special attention should be paid to content marketing, on which the success of a digital marketing campaign largely depends, although the visualization of content is also extremely important.

Influence of celebrity endorsement and digital marketing on youth purchasing decisions: a comparative study of Ikorodu area

The continuous increase in the population of Nigeria, especially the youthful population characterized by innovative and dynamic needs, necessitates business firms to adopt opposite programmes and strategies to meet the needs of this segment of the market. Therefore, this study examined the influence of celebrity endorsement and digital marketing on youth purchasing decisions. The study utilized primary sources to gather the required data, and a sample size of 397, consisting of youths between the age of 15-35 years residing in Ikorodu L.G.A. was selected from the study’s population. Pearson moment correlation was used to test the formulated hypotheses, and the data was analyzed through the aid of SPSS version 23. The study finding revealed that source trustworthiness influences youth purchasing decisions more than social media engagement. More so, online reachability influences youth purchasing decisions than source alignment and that digital campaign has more effect on the youth purchasing decisions than source attractiveness. It was concluded that digital marketing has more effect on youth purchasing decisions than a celebrity endorsement. It was recommended that organizations with youthful target audiences adopt more digital marketing strategies as it influenced youth purchasing decisions than a celebrity endorsement.

Mapping state-sponsored information operations with multi-view modularity clustering

This paper presents a new computational framework for mapping state-sponsored information operations into distinct strategic units. Utilizing a novel method called multi-view modularity clustering (MVMC), we identify groups of accounts engaged in distinct narrative and network information maneuvers. We then present an analytical pipeline to holistically determine their coordinated and complementary roles within the broader digital campaign. Applying our proposed methodology to disclosed Chinese state-sponsored accounts on Twitter, we discover an overarching operation to protect and manage Chinese international reputation by attacking individual adversaries (Guo Wengui) and collective threats (Hong Kong protestors), while also projecting national strength during global crisis (the COVID-19 pandemic). Psycholinguistic tools quantify variation in narrative maneuvers employing hateful and negative language against critics in contrast to communitarian and positive language to bolster national solidarity. Network analytics further distinguish how groups of accounts used network maneuvers to act as balanced operators, organized masqueraders, and egalitarian echo-chambers. Collectively, this work breaks methodological ground on the interdisciplinary application of unsupervised and multi-view methods for characterizing not just digital campaigns in particular, but also coordinated activity more generally. Moreover, our findings contribute substantive empirical insights around how state-sponsored information operations combine narrative and network maneuvers to achieve interlocking strategic objectives. This bears both theoretical and policy implications for platform regulation and understanding the evolving geopolitical significance of cyberspace.

131 Healing the Community: Lessons Learned from VaccinateLA, USCs Response to the COVID-19 Pandemic in Los Angeles Neighborhoods of Color

OBJECTIVES/GOALS: To increase vaccination rates in Black and Latino communities, specifically in South LA and the Eastside of LA. METHODS/STUDY POPULATION: Multimedia campaign combined with vaccine navigation and assistance, led by the SC CTSI and conducted by an interdisciplinary team from 14 schools at USC and CHLA, >160 community partners. RESULTS/ANTICIPATED RESULTS: VaccinateLA was a highly interdisciplinary and multifaceted project that demonstrated increased vaccination rates in Black and Latino communities in South LA and Eastern part of LA. We vaccinated over 1000 people, facilitated vaccines for almost 10k people and reached 1.37M people through our digital campaign. DISCUSSION/SIGNIFICANCE: We have used community vaccine navigators, pop-up clinics, narrative storytelling and other unique approaches to encourage vaccine uptake in communities of color. We plan to expand activities to parents and children in these communities, encourage booster uptake, and evaluate and disseminate the program widely.

Engaging design for ecological citizenship: Informing approaches to human–nature interactions

The COVID-19 pandemic forefronted public urban and suburban nature interactions. ‘Human–nature interactions’ produce positive health impacts, knowledge production, risk perception, sustainable behaviour, engagement in conservation and more. Governmental and charitable reporting documents ‘nature deficit disorder’. The Design Economy report (2021) highlights that social, environmental and economic design must engage communities. Ergo, building community empowerment, is paramount to catalyse and embed sustainable design practices. The authors define a contemporary design space, unpick strategies and present ‘approaches to human–nature interactions’ insights. The My Naturewatch (NW) project features an accessible DIY camera trap, fostering beneficial nature engagements regardless of location, technological and/or wildlife expertise. NW is central within the outlined design space. The article reports on NW deployment(s) and catalysing organizations and communities. Three studies include: (1) The Wildlife Trusts #30dayswild, digital campaign, (2) The Durrell Trust, placed-based activity and (3) Nova New Opportunities, working with re-located communities. The authors acknowledge communities are sacrosanct and a substantial sustainable design asset for regeneration. The work leverages contemporary ‘phy-digital’ engagements, highlighting practices of social, environmental and public design spaces. The findings insights benefit cultural institutions, practitioners, conservation projects and more.

ANALYSIS OF THE EFFECTIVENESS OF METHODS TO EXPAND THE AUDIENCE OF THE BRAND IN ITS OWN MEDIA

Companies are turning to digital marketing to promote their brand and increase sales through various methods. Nowadays, thanks to social media, companies are able to attract the attention of consumers on the internet, attracting a certain part of the brand's target audience. Overall, it can be said that social media has had a huge impact on how companies find and communicate with their audiences. Thus, there is a need to explore strategies to attract more engaged brand audiences to companies' social media pages. The purpose of this article, as part of the scientific research, is to identify the essence of marketing management strategies in social media, which will include cost-effective expansion of the brand audience, as well as comparing their effectiveness. Dialectical method of scientific knowledge, method of analysis and synthesis, comparative method, as well as the method of data generalization are used in the work. The results obtained represent the comparative effectiveness of brand audience expansion methods that can be applied in the areas of digital marketing and brand management. The need for a clear strategy for promoting a company on social platforms is dictated by their effectiveness, as well as the size of potentially spent budgets on ineffective digital campaigns. The results of the study allow developing a set of strategies for effective expansion of companies' own media, which can be applied both in Ukraine and all over the world. In addition, the results of the study help to determine the possible values of performance indicators and suggest audit methods.

Life unites us: A novel approach to addressing opioid use disorder stigma

Introduction: Opioid use disorder (OUD) is a critical health issue in the USA. Pennsylvania has the third highest number of drug overdose deaths per year, with the COVID-19 pandemic worsening these trends. Stigmatising beliefs towards OUD are associated with negative health outcomes, and there is a need for a larger evidence base on OUD stigma reduction strategies. This study reports on the creation and implementation of Life Unites Us, a digital media campaign which uses a collective impact framework to address OUD stigma reduction across Pennsylvania. Method: Life Unites Us consists of various components, including a general public media campaign which uses education and contact-based strategies; engagement with stakeholders and advocates in community-based organisations across the state; and a data sharing website to inform the public of previously unavailable OUD stigma statistics. Each campaign component contributes to the overall collective impact framework. Results: Digital metrics showed 755 followers across the Life Unites Us social media pages, and 2,826 total website users with an average of 565 users per month. The campaign has partnered with 60 community based organisations, 921 individuals receive the monthly email and 11 influencers have posted 23 times and achieved over 13,000 engagements and a reach of 661,000. The campaign hosted 5 webinars with 520 attendees and an overall 64.1% attendance rate. Conclusion: This study fills a gap in the need for evidence-based digital interventions to address OUD-related stigma. The positive process metrics from the first 6 months suggest that this model may be an important addition to research on approaches to reduce OUD stigma.

Strategi Komunikasi Dinas Komunikasi dan Informatika Kabupaten Batang dalam Menangkal Hoaks

The Batang Regency Government has held an Anti Hoax Declaration in 2017. However, the problem of spreading hoaxes on social media still continues. Even in the midst of a pandemic situation, hoaxes about COVID-19 have also caused public unrest. This study aims to describe the communication strategy of the Communication and Information Office of Batang Regency in warding off hoaxes. This research is a qualitative descriptive study. Data was collected by means of in-depth interviews and document review. The results of the study indicate that the Batang Regency Communication and Information Office seeks to improve digital community literacy by holding group discussion forums, socialization to high schools, anti-hoax digital campaigns on social media, and public service advertisements on regional radio. The communication strategy is not optimal because it is not based on careful planning and analysis. Another obstacle faced is the limited number of human and technological resources.

CRC-PREVENT: Clinical validation trial to show expedited and diverse recruitment for the non-invasive RNA-FIT test that can detect advanced colorectal neoplasia with high sensitivity.

23 Background: Prevailing methods for patient recruitment in large prospective studies can be time consuming, expensive, and introduce selection bias against patients with low health literacy or reduced access to healthcare. Previous clinical trials have reported low recruitment of women, minorities, and individuals who face socioeconomic barriers; a concern which has been exacerbated by the COVID-19 pandemic. Here we describe a novel recruitment strategy that helps to address healthcare disparities. This study will support a pre-market approval application to the FDA for a multi-factor RNA-FIT assay for detection of colorectal neoplasia in average-risk individuals between the ages of 45-75. Methods: A decentralized clinical trial (CRC-PREVENT) was launched through a digital campaign (https://www.colonscreeningstudy.com/; NCT04739722) after the RNA-FIT test system entered design-lock. Online advertisements were published on multiple social media sites and engagement with materials directed patients to an online screener. Participants who completed the screener were considered eligible for enrollment if they met CRC-PREVENT inclusion/ exclusion criteria and were willing to complete all components of the clinical trial, including providing a stool sample prior to an optical colonoscopy. Results: After 3 months of active enrollment, 51,588 individuals have engaged with digital advertisements and completed pre-screener surveys to determine eligibility. In total, 35,280 individuals were deemed eligible based on survey response, and 13,294 eligible individuals also expressed interest in the CRC-PREVENT clinical trial. Of these individuals, 48% were female and 34% were over the age of 60 years old. Regarding race, interested individuals directly represented the intended use population: 17% were Black or African American, 2.7% were Asian, and 1.3% were Native Hawaiian, Pacific Islander, American Indian, or Alaskan Native. With respect to ethnicity, 8.4% identified as Hispanic or Latinx. The decentralized approach also permitted access to individuals with socioeconomic healthcare inequities: 27% had income under $29,999 and 14% were on Medicaid. Individuals were derived from all 48 continental United States, and of those who reported their residential location, approximately 3% were from rural areas. Conclusions: Use of a decentralized recruitment strategy permitted highly successful enrollment in the face of challenges associated with COVID-19. With respect to race, ethnicity, socioeconomic status, and geography, all metrics represented significantly more diverse populations than observed in traditional clinical studies. Decentralized enrollment mitigated selection bias, and will result in data more reflective of the intended use population. Clinical trial information: NCT04739722.

Pastores candidatos nas eleições 2020

Este artigo apresenta uma proposta metodológica e uma análise sobre como temas e elementos religiosos aparecem e marcam as campanhas nas disputas eleitorais no Brasil. Em um país claramente cristão, os candidatos tendem a apresentar características que indicam um atravessamento da religião na esfera político-eleitoral. Para verificar como isso ocorre, a pesquisa busca identificar padrões de campanha no ambiente digital, onde há menor interferência dos partidos e os candidatos têm uma produção contínua. Para tanto, é feita uma proposta de análise das campanhas digitais tendo como foco a percepção do peso da religião em cada disputa, a qual é testada a partir da análise de três candidaturas – Pastor Gil, Pastor Capitão Anderson e Pastor Paulo Peres – de municípios de diferentes portes e regiões. A categorização de 176 posts indica, nos resultados, elementos que padronizam as disputas dos pastores, como a sutileza do peso da religião nas campanhas online. No entanto, também há especificidades, as quais são encontradas ao observar as temáticas, cenários de campanha e elementos religiosos.

E-Marketing in Islamic Banks: A Theoretical Study in the Exploitation of Social Media in Islamic Banking Services

There was a need to study some efforts and marketing strategies to build a wide awareness of e-marketing in Islamic banks. E-marketing can be adopted as a marketing approach in promoting Islamic banking products and services. Based on this, this research aims to identify the electronic banking services provided by Islamic banks, to identify the extent of the spread of these services, and to know the obstacles to adopting electronic marketing in Islamic banks. To achieve the objectives of the current study, the research methodology will depend on the following: Theoretical aspect: In this study, the descriptive analytical method was used to study the obstacles to adopting e-marketing in Islamic banks, where it was relied on books, periodicals, literature, pamphlets, references, previous studies, and other published researches related to the topic studying. The results revealed that in order to increase literacy and inclusion and expand the market share of Islamic banking products and services, digital marketing plays a role in building public trust, supporting traditional marketing, developing digital campaigns, and mapping target markets. The research recommends that banks should continue to improve their electronic banking services and ensure that these services are free and easy to use to suit all customers' requirements, and that the banking service provider monitors developments in the world of technology, and that the full picture of electronic banking services is improved by banks.

Health Awareness Raising with ‘5 Minutes Workout’ Digital Campaign

Health Awareness is important to have a healthy body and good physical fitness. It is something that must be maintained, especially in the post-pandemic period. Another factor that triggers people to ignore health and physical fitness is because it is considered to waste time and there are not many health sports models whose implementation is simpler and shorter. Therefore, a solution is needed in the form of a campaign about short exercise for 5 minutes that can be done at home or office. The method of collecting data for this digital campaign is though observation method, observing one of the sports fields in Denpasar, also by distributing questionnaires, and by interviewing 3 people. The results will be used as basic design concept, and will be digitally campaigned in form of active and healthy short exercises. Campaign will be compiled with digital media in application, with the style of pop art design in order to gain '5 Minutes Workout' campaign.