Impact of Political Marketing Mix on Voting to the Parliamentary Candidate: A Study on the Jordanian Public Trends towards the Voting of the 19th Parliament

Abstract

This study aimed to determine the impact of political marketing mix on selecting the parliamentary candidates in the 2020 elections, as well as to resolve the statistical differences in the perception level of political marketing mix according to sex, age and education. The study population consists of all voters in parliamentary elections of 2020 amounting to 1387360 voters. The study used the snowball sampling technique to reach the target sample size of 675 persons. The questionnaire is the main tool to collect the primary data. The study concludes that there was a statistically significant impact of the political marketing mix on the selection of parliamentary candidates. The study found that sex was the only variable that affected the political product, where the differences tend to male voters. The effects of other demographic variables were not confirmed. Finally, the study suggests a number of recommendations to develop the application of political marketing theory in conjunction with political parties, political marketing agencies, the Independent Electoral Authority, the Ministries of Political Development, Interior, Youth and Higher Education.