Abstract
This year, 2016, saw changes in political campaigning including increasing use of social media. Our research considers what such changes, including the increased availability of data, mean for our understanding of political marketing and primary elections. We suggest and discuss the implications that these changes may wrench control of brands away from parties toward candidates with identities independent of their party. We note that there are specific decision-making challenges for voters in primaries, and problems for candidates in being market oriented in a world of sequential elections. We ask whether voters forecast their own choices effectively, and, despite the strong feelings generated in primaries, our analysis shows that primaries may poorly predict general election performance.
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Bendle, N., Ryoo, J., Nastasoiu, A. (2018). The 2016 US Primaries: Parties and Candidates in a World of Big Data. In: Gillies, J. (eds) Political Marketing in the 2016 U.S. Presidential Election. Palgrave Studies in Political Marketing and Management. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-59345-6_5
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DOI: https://doi.org/10.1007/978-3-319-59345-6_5
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