The E-Marketing Strategy of Hamas

Given the growth of Internet research in recent years, it is rather surprising that research of online terrorism and countermeasures has been lacking theoretical and conceptual frameworks. The present study suggests applying the concepts and models taken from e-marketing to the study of terrorist websites. This work proves that when Hamas builds an array of sites in the Internet, it complies with the same rules that the Western business world follows. Chaffey et al. (2000) constructed a model comprised of eight decision points in the process of building a business-oriented Internet site. Although the model was developed for commercial purposes, the present study demonstrates how it could be used as an analytic framework to study terrorist websites. As shown, most of the decision points in the model were relevant to the Palestinian Information Center group of websites. Understanding the e-marketing strategy of Hamas will allow the construction of a competing marketing strategy in order to market rival ideological consumer products.

Tags: Counterterrorism, CVE, Hamas, Narratives