Title: Information technology revolution and transition marketing strategies of political parties: analysis through AHP

Authors: Arpit Jain; Anil Kumar; Manoj Kumar Dash

Addresses: Behavioural Economics Experiments and Analytics Laboratory, 213, D Block, ABV-Indian Institute of Information Technology and Management, Morena Link Road, 474015, Gwalior, Madhya Pradesh, India ' Behavioural Economics Experiments and Analytics Laboratory, 213, D Block, ABV-Indian Institute of Information Technology and Management, Morena Link Road, 474015, Gwalior, Madhya Pradesh, India ' Behavioural Economics Experiments and Analytics Laboratory, 213, D Block, ABV-Indian Institute of Information Technology and Management, Morena Link Road, 474015, Gwalior, Madhya Pradesh, India

Abstract: As the technology has been evolving, India has been witnessing an increased internet revolution growth. Due to information technology (IT) revolution, all political parties in India are campaigning their party and candidate through social networking sites to capture the confidence and to win the trust of electors in parliamentary elections in 2014, this revisited their marketing strategies: transition from offline to social media. This study develops a conceptual model and identifies the major factors to the merchandising strategies of political parties: transition from offline to online. Analytic hierarchy process (AHP) is used to produce a hierarchy structure model to prioritise the influencing factors of electors of by the survey of judgment. The results of our analyses show that the growth of internet technology occupied the first rank followed by internet penetration and e-marketing. The findings of this research show that all the offline channels are converting into online channels with very fast speed due to the technology revolution.

Keywords: technology revolution; election campaigns; analytical hierarchy process; AHP; social media; merchandising; information technology; transition marketing strategies; political parties; politics; India; social networking sites; SNS; influencing factors; internet technology; e-marketing; electronic marketing.

DOI: 10.1504/IJBIS.2015.070903

International Journal of Business Information Systems, 2015 Vol.20 No.1, pp.71 - 94

Received: 21 May 2014
Accepted: 17 Jul 2014
Published online: 31 Jul 2015 *

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