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Analyzing Political Marketing in Indonesia: A Palm Oil Digital Campaign Case Study

机译：分析印度尼西亚政治营销：棕榈油数字竞选案例研究

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摘要

Social media in political marketing is an emerging area of research. This study explains how social networks are constructed in a digital campaign, identifying key actors, and messages involved in modern political marketing. A hotly contested palm oil campaign in Indonesia serves as a case study to analyze and visualize the messaging content found in digital campaigns. Social Network Analysis (SNA) was used to map the social network sites in Twitter and to track social interaction patterns in the #SawitBaik campaign. The results confirmed that state institutions, non-governmental institutions, news media, and individuals were key actors in the digital campaign. The actors’ roles varied from providing information and supporting palm oil activities to criticizing palm oil activities and promoting campaign events. Most tweets were critical of the government, serving as brand advocacy. The #SawitBaik campaign is also an example of political marketing used by a government in order to influence its citizens. In this case, the goal was to shape and win public support by legitimizing palm oil activities in Indonesia.
机译：政治营销中的社交媒体是一个新兴的研究领域。本研究解释了社交网络如何在数字运动中构建，识别关键演员以及涉及现代政治营销的信息。印度尼西亚的一个热烈竞争的棕榈油竞选活动是一个案例研究，分析和可视化数字广告系列中发现的消息传递内容。社交网络分析（SNA）用于映射Twitter中的社交网站，并跟踪#sawitbaik运动中的社交交互模式。结果证实，国家机构，非政府机构，新闻媒体和个人是数字运动中的主要行动者。演员的角色因提供信息和支持棕榈油活动而变化，以批评棕榈油活动和促进竞选活动。大多数推文都批评政府，作为品牌倡导。 #sawitbaik竞选也是政府使用的政治营销的一个例子，以影响其公民。在这种情况下，目标是通过合法化印度尼西亚的棕榈油活动来塑造和赢得公众支持。

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