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• W2892085342 abstract "The key question from a marketing perspective is why has Islamic State (IS) been so successful and how did it displace Al Qaeda (AQ) as the most prominent brand of global jihad from 2014 to 2016? The political and military elements have been examined but comparatively little attention has been paid to the ability of IS to commandeer the AQ narrative by appropriating and extending key themes and using them via social media to market itself as a choice for disaffected youth. It is suggested that IS has done this by making skilful use of rhetoric to position its brand and facilitate recruitment. To illustrate this, eight major themes of jihadi social media communications are identified and then analysed. Then a comparison is made between the way that AQ has used these themes in the online journal Inspire and the way that IS has used them in their online journals, Dabiq and Rumiyah." @default.
• W2892085342 created "2018-09-27" @default.
• W2892085342 creator A5067180335 @default.
• W2892085342 creator A5079705055 @default.
• W2892085342 date "2018-09-19" @default.
• W2892085342 modified "2023-09-23" @default.
• W2892085342 title "Marketing Jihad: the rhetoric of recruitment" @default.
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• W2892085342 doi "https://doi.org/10.1080/0267257x.2018.1520282" @default.
• W2892085342 hasPublicationYear "2018" @default.
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