Digitální marketing v oblasti veřejné volby

Abstract

The online presence of political candidates/parties is playing an increasingly important role as it is the fastest way to get into the voters' consciousness. The most common tool used by politicians is social networks. To make this platform really useful for political parties, it is crucial to know how to use it effectively. This bachelor thesis is aimed at evaluating the digital marketing of political parties. The aim of the thesis is to evaluate the digital marketing communication of political parties in the political market in the Czech Republic and to explore their ability to influence voter activation. The method of data collection is through a questionnaire survey, evaluation of social networks of selected political parties and regression analysis. The theoretical part defines important areas of marketing and political marketing. The practical part describes the data collection methodology and interprets the results from the questionnaire survey and regression analysis. From the emerging data, possible recommendations are suggested: (1) it is important for voters that a candidate is active on social media, (2) in terms of voter activation, it does not matter whether candidates/political parties use only digital or traditional media to communicate.