The aim of this paper is to present a comparative analysis of selected elements of strategies for building political image of Miloš Zeman and Andrzej Duda, applied in the presidential campaign in Poland and Czechia in 2013 and 2015. The paper presents not only basic information about both campaigns, but primarily points to a number of common features, such as main motifs (history, family, the future), the target group and its image, communication channels, all used in both strategies for communicating with voters, despite different PR and cultural sphere of application.
The study focuses on examining which form of marketing out of the age-old Traditional Media or the latest Social Media Marketing has a greater impact on the consumer and which form, can communicate the brand image in a better way. The study focuses on finding answers to questions like what are the new platforms to reach out to targeted consumers, Reasons for which customers follow a brand on social media? etc. Concepts related to the brand image, traditional media, social media marketing, and lastly branding on social media platforms are introduced and examined in the paper. The experimental part of the study consists of a quantitative survey on Indian millennials and generation Z customers, i.e. in the age group of 15-30 years. The results imply that in general social media marketing methods are more effective and can communicate brand image in a better way than that of traditional media. Also, today’s young generation is more attracted to the brands having a strong social media presence.
The problem identified in this study is how visitors’ perception and the image communication influenced the overall image of Cirebon as a tourist destination. This study was conducted by using structural equation modelling. The results of this study show that perception variable equation significantly affected the overall image variable, while the image communication variable did not significantly affect the overall image. On the other hand, the causal relationship equation shows that there is a significant relationship between the exogenous latent variable of perception and endogenous latent variable of Overall Image. While there is no relationship between exogenous latent variable of image Communication with endogenous variable of overall image. The result is expected to give recommendation to the local government to develop and promote tourism that at the end can put tourism to generate income for the city.DOI: 10.15408/etk.v11i1.1872
Miloš Zeman and Andrzej Duda – reinventing image for election campaign purposes