A relationship marketing orientation in politics: Young voters’ perceptions of political brands’ use of social media

Abstract

ABSTRACT This study explores young voters’ perception of social media use and activities of political brands in light of their general apathy towards traditional politics. Focus groups were conducted with young voters to collect data. Relationship Marketing Orientation served as the study’s underpinning theoretical framework. Findings suggest that young voters perceive that mainstream political brands are not utilising social media to build online relationships. However, smaller political brands enjoyed a positive perception. This was due to them excelling on the dimensions of bonding, trust and shared values. The research provides executable recommendations to political brands and their social media teams. The research also identifies and proposes ‘customer education’ as the eighth dimension of relationship marketing orientation.