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Brand Attraction: Operative Digital Marketing Strategies And Tactical Applications For The Recruitment Of Potential Foreign Fighters In Governmental Organizations

Author

Listed:
  • Vicentiu Cosmin VLAD

    (“Transilvania“University of Braşov, Doctoral Interdisciplinary School)

  • Florin-Alexandru LUCA

    (“Gheorghe Asachi” Technical University of Iasi)

Abstract

Foreign fighters (FF), that is, all those people who leave their countries of origin or residence to participate in a foreign armed conflict are strongly attracted by the terrorist groups, which by their symbols and propaganda can be considered as genuine brands; their mission is to restore archaic Islam as the only possible choice and the only alternative to preserving Western values. To achieve this, it was necessary to build a strong brand to represent the founding and fundamental values of Islam, a brand that could influence the common feelings of the resurrection of Islam. In this article, we intend to explore new strategic approaches to digital marketing and tactical applications to develop a brand and new product, alternately to the more developed and more desirable terrorist group format.

Suggested Citation

  • Vicentiu Cosmin VLAD & Florin-Alexandru LUCA, 2018. "Brand Attraction: Operative Digital Marketing Strategies And Tactical Applications For The Recruitment Of Potential Foreign Fighters In Governmental Organizations," Management Intercultural, Romanian Foundation for Business Intelligence, Editorial Department, issue 40, pages 39-43, June.
    • Handle: RePEc:cmj:interc:y:2018:i:40:p:39-43
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    More about this item

    Keywords

    Digital marketing; Foreign Fighters; Brand;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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