MARKETING THE POLITICAL PERSONALITY IN EGYPT THROUGH SOCIAL MEDIA NETWORKS – CONENTS, FORMS AND RECEPTION –

Abstract:

Study problem:

The problem of this research can be determined by this main question: What is the use of social networks in the political marketing of political personality in Egypt?

 

Objectives:

 

The study seeks to identify the reality of the use of social networks in the political marketing of the political figure in Egypt, by using the analytical survey method to analyze a sample represented by the two pages of the Egyptian presidential candidates 2018, by searching for the form and type of interaction of the Facebook audience towards the materials published on the pages of the two presidential candidates And knowing the values contained in the publications, and knowing the most important political marketing methods.

Research Type and Methodology:

Research belongs to descriptive research, and has been based on the analytical survey methodology.

Results:

The study concluded that the diplomatic tactic is the most used method, and that marketing purposes followed the explanation and interpretation, and the results also showed that the most important values covered by the publications on my presidential candidates' pages were in the interest of the public interest, and the most important forms of public interaction with those publications were In the interest of the appeals category.

Key words: political marketing, social media, political personality.