摘要：In recent years, politicians have been using social network sites in garnering votes andsupporters. However, marketing on social network sites is distinctively different from traditionalmarketing as consumers no longer play a passive role on this new marketing platform. Thispaper examines the use of social network site by two young female politicians in the recentGeneral Election in Singapore and concludes that campaigning on social network sites raisestwo important issues. First of all, social network sites allows for the electorate to contribute to thediscussion on the suitability of the candidate for political office. The online community can shapethe image of the politician and affect electoral outcomes by selecting the type of message topropagate within the social network site. Secondly, popularity in social network sites does nottranslate into political victory as users of social network sites are generally younger than theelectorate and popularity online is a reflection of this segment and not of the larger population.
关键词：political marketing; Singapore general election; social network sites; elections;campaigning
