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Election Marketing and Neuromarketing from a Politician's Perspective: A Thematic Analysis of the Content of Interviews Conducted in the Pre-Campaign During the SARS-Cov-2 Pandemic in Romania

Author

Listed:
  • Ancuta Nicoleta REMETE

    (Technical University of Cluj Napoca, Management and Economic Engineering Department)

  • Laura BACALI

    (Technical University of Cluj Napoca, Management and Economic Engineering Department)

  • Ioan Claudiu REMETE

    (REM-GRUP SRL)

  • Ioana Diana BAIDOC

    (Technical University of Cluj Napoca, Management and Economic Engineering Department)

Abstract

The pandemic period has generated major changes in all sectors, across the globe, and these changes are also felt in election marketing practices that ramify on political consumer behaviour. The current environment may lead to permanent changes in election marketing practices, and neuromarketing could be a valuable tool to target the needs and desires of eligible voters. In this direction, we conducted a fundamental research, from the perspective of politicians, during the pre-campaign period of the pandemic in Romania. Thematic content analysis was used to identify themes in the textual dataset based on word content. The themes identified in the data analysis were the following: (a) Perceptions of election marketing; (b) Perceived changes in election marketing practices over time in Romania; (c) Perceptions of the politician in terms of marketing; (d) Attributes required of a Romanian politician; (e) Perceptions of lobbying practices in Romania; (f) Romanian politicians' perceptions/understanding of neuromarketing techniques; (g) Election marketing strategies during the pandemic period. Politicians want their messages to reach all segments, or the context generated by SARS-Cov-2 directs the implementation of new electoral marketing strategies.

Suggested Citation

  • Ancuta Nicoleta REMETE & Laura BACALI & Ioan Claudiu REMETE & Ioana Diana BAIDOC, 2021. "Election Marketing and Neuromarketing from a Politician's Perspective: A Thematic Analysis of the Content of Interviews Conducted in the Pre-Campaign During the SARS-Cov-2 Pandemic in Romania," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 144-156, August.
    • Handle: RePEc:aes:jetimm:v:1:y:2021:i:1:p:144-156
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    References listed on IDEAS

    as
    1. Mahmod Jasim Alsamydai & Mohammad Hamdi Al Khasawneh, 2013. "Basic Criteria for the Success of the Electoral Candidates and their Influence on Voters’ Selection Decision," Advances in Management and Applied Economics, SCIENPRESS Ltd, vol. 3(3), pages 1-7.
    2. Anthony Onwuegbuzie & Nancy Leech, 2007. "A Call for Qualitative Power Analyses," Quality & Quantity: International Journal of Methodology, Springer, vol. 41(1), pages 105-121, February.
    3. Brinig, Margaret F & Holcombe, Randall G & Schwartzstein, Linda, 1993. "The Regulation of Lobbyists," Public Choice, Springer, vol. 77(2), pages 377-384, October.
    4. Nicolae Al. Pop & Dan-Cristian Dabija & Ana Maria Iorga, 2014. "Ethical Responsibility of Neuromarketing Companies in Harnessing the Market Research – a Global Exploratory Approach," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 16(35), pages 1-26, February.
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    More about this item

    Keywords

    Election marketing; neuromarketing; political marketing; SARS-Cov-2; marketing.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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