Strategic Market Segmentation and Targeting in the 21st Century : Ethical Challenges, Trends and Innovations
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216224%3A14230%2F25%3A00142011" target="_blank" >RIV/00216224:14230/25:00142011 - isvavai.cz</a>
Result on the web
<a href="https://uk.sagepub.com/en-gb/eur/the-sage-handbook-of-political-marketing/book283332#description" target="_blank" >https://uk.sagepub.com/en-gb/eur/the-sage-handbook-of-political-marketing/book283332#description</a>
DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
Strategic Market Segmentation and Targeting in the 21st Century : Ethical Challenges, Trends and Innovations
Original language description
The chapter "Strategic Market Segmentation and Targeting in the 21st Century: Ethical Challenges, Trends, and Innovations" examines how political marketing has evolved alongside modern technologies, particularly artificial intelligence and big data analytics. The chapter outlines the foundations of segmentation and targeting strategies in campaigns, ranging from traditional demographic and geographic approaches to advanced psychographic profiling and micro-targeting. The authors pay special attention to the rise of social media and AI tools that enable unprecedented personalization while raising serious ethical and democratic concerns, such as polarization, manipulation, and loss of transparency. The authors critically assess the opportunities and risks of these innovations, referencing cases such as Cambridge Analytica. They argue for stronger ethical frameworks, regulation, and public oversight. Ultimately, the chapter emphasizes the dual nature of new technologies in political marketing, highlighting their potential as powerful instruments for engagement and efficiency while also acknowledging their capacity to threaten democratic integrity when used irresponsibly.
Czech name
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Czech description
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Classification
Type
C - Chapter in a specialist book
CEP classification
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OECD FORD branch
50601 - Political science
Result continuities
Project
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Continuities
V - Vyzkumna aktivita podporovana z jinych verejnych zdroju
Others
Publication year
2025
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Book/collection name
The Sage Handbook of Political Marketing
ISBN
9781529609707
Number of pages of the result
14
Pages from-to
230-243
Number of pages of the book
648
Publisher name
Sage
Place of publication
London
UT code for WoS chapter
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