Purpose – Currently in the “era of information” when information and technology represent “power”, the economic, political, social and business environment and not only these, have to adopt the challenges arising from the knowledge-based economy. In the contemporary context, information and technology have a decisive role in every individual’s life, influencing his/her whole behaviour. When it comes to the political world, it may be mentioned that the use of new technologies in election campaigns (new media and social dialogue) have radically changed politics.
Design/methodology/approach – I propose an approach of new media in the context of the era Web 3.0. The paper is based on qualitative research, the main objective being that of investigating the impact of new media on social dialogue in the context of the era Web 3.0. By addressing a number of 10 questions already established to a group of 100 people (students at a University from Bucharest aged between 19 to 33 years) the role of new media in the context of the Web 3.0 is analyzed.
Originality/value – This methodology puts in evidence the role and importance of using
new media in election campaigns by the actors of political life in the context of knowledge based economy. The main objectives of the study are: presenting new media in the context of Knowledge-based Economy (KBE) ; the definition of marketing in the contemporary context; highlighting the role and importance of political communication in the contemporary context; the analysis of the role of new media in the context of era Web 3.0. These objectives will serve as a basis for future research.
Practical implications – The outcomes of the application highlight the importance of using new media by political actors in order to obtain the electoral success by influencing directly the individual behaviour. Through the marketing research presented in this paper some ideas regarding the impact that new media have in the context of knowledge-based economy are presented. It is important to mention that some advantages and disadvantages of using new media in election campaigns have been identified, these issues being important for a campaign manager who aims at carrying out an election campaign.
Keywords – knowledge-based economy, new media, era web 3.0, political marketing