BRAND ATTRACTION: OPERATIVE DIGITAL MARKETING STRATEGIES AND TACTICAL APPLICATIONS FOR THE RECRUITMENT OF POTENTIAL FOREIGN FIGHTERS IN GOVERNMENTAL ORGANIZATIONS

Vicentiu Cosmin Vlad and Florin-Alexandru Luca
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Vicentiu Cosmin Vlad: “Transilvania“University of Braşov, Doctoral Interdisciplinary School

Management Intercultural, 2018, issue 40, 39-43

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.

Keywords: Digital marketing; Foreign Fighters; Brand (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2018
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