Political Marketing Research Articles

Цифровой политический маркетинг: использование социальных сетей и Big Data для управления политическими предпочтениями

The article discusses the features of the use of digital political marketing as a special technology of political PR. The authors of the study note that digital political marketing has become a favorite method of promoting political products due to the wide opportunities provided by multimedia platforms for public and private communication on the Internet, as well as Big Data technologies, with which you can analyze an incredibly large amount of all kinds of data about users. Based on these data, the course of the political process is effectively adjusted and the political preferences and views of the online electorate are implicitly changed. The authors examine in detail the possibilities of social networks for promoting PR campaigns, analyze ways to collect data about users and note the risks posed by technological innovations of the digital age for political democracy. In conclusion, the authors conclude that in order to achieve effective interaction between political actors and citizens on the Web, it is necessary to maintain a balance between innovative methods of voter engagement and ensuring their rights to privacy and personal data protection in a risky digital era.

Innovation in Political Communication Strategy: A Qualitative Approach in Examining the Influence of Campaign Messages

This research investigates innovations in political communication strategies through a qualitative approach, focusing on the influence of campaign messages in the context of general elections in Indonesia. Through content analysis of campaign messages, this research identifies the main themes, framing strategies, and rhetoric used to influence voter perceptions. The findings of this research have practical implications for designing more effective campaign strategies, increasing more informed voter participation, and contributing new thinking to political literature and political marketing in Indonesia.

Incentivizing recycling in local governments: the moderating role of fiscal conditions in the adoption of Pay-As-You-Throw recycling programs

This article aims to extend the political market framework by exploring whether policy demand or supply is the key consideration for local governments’ policymaking and under what financial conditions local governments favor one over the other. We expect that local governments with good fiscal conditions are more likely to respond to public demand, but local governments with poor fiscal conditions pay more attention to supply influences. To test this idea, this study examines the moderating role of fiscal conditions within the political market framework regarding what factors account for adopting local governments’ Pay-As-You-Throw (PAYT) recycling programs in solid waste management (SWM). The results of the fixed-effect logistic model support that fiscal conditions play a moderating role in shifting organizational attention on the supply side based on cross-section data covering 1,840 local governments in the United States.

Victory Strategy of Cigentur Village Head, Bandung Regency

Research explains the village head's winning strategy, with an emphasis on political aspects, campaigns and political communication. The focus includes planning, managing and identifying supports. This strategy is considered important in the context of democracy by the Head of Cigentur Village. This research uses Firmansyah's political marketing theory which includes This product, promotion, price and place. The Cigentur Village Head is known to be close to his village residents through active, friendly relationships, and always listens to input and communicates effectively and actively contributes to the community. The Cigentur Village Head's programs and plans include infrastructure development, building Ragas paud and the Cindikia Bojong Paseh Vocational School foundation, then in his education program he focuses on the problem of stunting by building 8 community posyandu to overcome stunting in his health program. and the regional economic development program includes development with an interest-free money loan program, by minimizing mobile bank loans which can cause misery for the community. One of the campaigns carried out against the Cigentur community was a religious campaign by carrying out terawih at around 39 mosques. This is a form of introduction and friendship with the community. campaign costs reached around 200 million in the first period. The difference in votes obtained by the Cigentur Village Head in the first and second periods was approximately hundreds, while in the third period the difference was approximately thousands of votes. Family background h. Hidayat or the Head of Cigentur Village mostly works as an entrepreneur

The Influence of Political Marketing Mix on Voting Intention: The Mediating Roles of Brand Image, Political Cynicism, and Brand Engagement

The Influence of Political Marketing Mix on Voting Intention: The Mediating Roles of Brand Image, Political Cynicism, and Brand Engagement

Political marketing mix and the influence of social media promotion on voting decision through perceived value: a study of the 2020 South Tangerang city election

This research aims to examine the influence of Marketing Mix (4P) variables consisting of product, price, place, and promotion, perceived value, and vote decision. The approach used in this research is a quantitative approach. The sample used in this research is the community in South Tangerang City registered in the Permanent Voter List in the 2020 South Tangerang City Regional Election, totaling 175 respondents. Research data was obtained from the result of filling out a questionnaire and analyzed using Structural Equation Modeling analysis techniques with the help of the Smart PLS program. The results of this research show that (i) Political Product affects the voting decision; the higher the political product possessed by the political candidate, the higher the voting decision, and vice versa; (ii) Political Price affects the voting decision; the higher the Political Price, the higher the voting decision, and vice versa; (iii) Political Place does not have a significant effect on voting decision, which means that people in South Tangerang City prefer promotion through social media; (iv) Political Promotion affects the Voting Decision; the higher the Political Promotion, the higher the Voting Decision, and vice versa; (v) Political Promotion affects perceived value; the higher the political promotion, the higher the perceived value in the community, and vice versa; (vi) Perceived Value affects the Voting Decision; the higher the Perceived Value, the higher the Voting Decision, and vice versa; (vii) Perceived Value positively mediates the relationship between Political Promotion and Voting Decision. The promotion variable has the highest value and the strongest influence on voting decision. In general, the conclusion drawn from this research is that the implementation of Marketing Mix (4P) is important in influencing the voting decision of the community in South Tangerang City. Political candidates can pay attention to these aspects to strengthen their advantage in future political contests.

PENGARUH PEMASARAN POLITIK MEDIA SOSIAL DAN KUALITAS INFORMASI TERHADAP NIAT MEMILIH DENGAN KEPERCAYAAN DAN LOYALITAS PEMILIH SEBAGAI MEDIASI

This study seeks to determine how political marketing social media and information quality impact generation Z's voting intentions, using voter trust and loyalty as mediators. This study employed a quantitative approach, with 100 respondents selected by purposive selection. Data analysis shows that political marketing on social media increases voter trust and loyalty. The quality of information also has a positive impact, as greater quality information increases voters' confidence and trust, which can result in loyal voters. In addition, voter trust and loyalty influence voting intentions. The more voters trust politicians, the more likely they are to vote in elections.

The Popular Culture and General Elections in Republic of Indonesia

Political marketing for power often uses popular culture to achieve it. Popular culture, which prioritises packaging over substance, is becoming increasingly thinner and thinner, especially when other passengers are infiltrated into its fragile body. The purpose of this paper is to analyse the practice of popular culture in politics whose ultimate goal is the attainment of power. The fragility opens up wide opportunities for the accommodation of other interests, which are always present in public life. Popular culture itself is already poor in substance, will become even more banal with relations with other fields. So the relationship between popular culture and politics falls into the "ideology" of inevitability. A multifaceted reading of politics and popular culture allows for other findings, but in this study we see that humans instinctively have the desire for power, he is anxious if it is not achieved. Sublimation is done so that anxiety can still be done, so that the desire for power is released. Popular culture provides space for that.

Between the democratization of housing and the neoliberal responsibilization of citizens: The proliferation of co-housing in Viennese city planning

In contemporary city planning, self-organized collaborative forms of housing are flourishing. However, in the literature, the increasing incorporation of citizens in housing and planning has been interpreted in very different ways. The research on urban planning has understood the proliferation of co-housing groups as indicating changing participatory demands of citizens on one hand, and as an effort to organize social change on an everyday level on the other. In contrast, critical social researchers have interpreted the rise of collaborative housing not as a democratization, but as a shift of urban governance towards the responsibilization of citizens. In this article, we use these two theoretical perspectives for making sense of the political values that are present in the contemporary proliferation of co-housing groups in Viennese urban planning. The empirical base of our endeavor is a series of qualitative interviews with different stakeholders (city planners, administrators, architects, developers, and neighbors) and members of co-housing groups in the city development area Wildgarten in the South of the city. We conclude that in the Wildgarten, the self-empowerment of citizens goes hand-in-hand with an increasing top-down steering by a neoliberal entrepreneurial city. Furthermore, we found that the co-housing groups tend to willingly accept the hierarchy between planning bodies and themselves, which contradicts the political marketing strategies of social transformation and democratization attached to Wildgarten. Simultaneously, possibly as a consequence from top-down citizen responsibilization, our findings show that co-housing groups often focus more on a democratized group interior than on transforming society at large.

Political Communication Strategy in Building Party Image Ahead of the 2024 Legislative Election (Case study of DPD Golkar Party DKI Jakarta)

This research aims to analyze the political communication strategy of the DKI Jakarta Golkar DPD in rebuilding the party's positive image ahead of the 2024 legislative elections. The research method used is qualitative with a descriptive approach. Secretary of the DKI Jakarta Golkar DPD, Chair of the DKI Jakarta DPRD, Golkar Faction, Deputy Chair for Organizational Affairs and Membership of DPD Golkar, Academics and Community Figures. The data collection techniques used in this research come from primary and secondary data using observation, interviews, and documentation. Meanwhile, the data analysis techniques used were data reduction, data presentation, and the withdrawal of political communication strategies using a political marketing approach carried out by DPD Golkar DKI Jakarta, which was successful in rebuilding the political image that had fallen since the corruption case involving the chairman of the DPD. The implication of the success of this political image is an increase in votes and seats in the results of the 2024 Legislative Election.

The narcissistic celebrity leader: Berlusconi’s communication style and its impact on Italian leadership

ABSTRACT Among the many facets of Silvio Berlusconi’s extensive political career, his communication strategies and techniques stand out as particularly significant. This prominence is largely due to his dual role as a media tycoon and a flamboyant, narcissistic figure, both of which heavily influenced his public communication style. This article delves into Berlusconi’s communication approach as a critical element of his leadership. It examines how Berlusconi shaped his leadership image over the decades, focusing on his personality, storytelling, and the media and political marketing tools he employed to project his persona. Furthermore, in its concluding part, it investigates whether recent Italian leaders, particularly those who emerged in the 2010s after Berlusconi’s tenure, exhibit traits traceable to Berlusconi’s innovations. The article’s initial sections explore Berlusconi’s personality profile, his narrative techniques, and the media and political marketing strategies he used. The penultimate section highlights the interplay of these elements, showing how they created a distinctive, innovative leadership style linked to various facets of celebrity politics, sometimes in extreme forms. This section also addresses the legacy of Berlusconi’s leadership style, proposing that it served as a model for later Italian leaders, influencing their communication and image-building strategies. The article concludes by noting how, as a consequence, Berlusconi’s leadership model has been a transformative factor in Italian politics.

The future of political marketing: New bridges and faster, more dangerous roads

The future of political marketing: New bridges and faster, more dangerous roads

Understanding Voter Resistance to Political Campaigns: Evidence from National Elections of Pakistan

Political marketing literature acknowledges the pivotal role of marketing campaigns in building political support, yet a notable gap exists in understanding voters’ resistance to political campaigns. This paper argues that voters’ resistance can be managed if their attitudes are understood. Grounded in the Tripartite theory of attitude that conceptualizes attitude as a complex relationship between cognition (voter’s apathy, skepticism and cynicism), affection (voter’s dissatisfaction and frustration) and conation (voter’s resistance to political campaigns), the study tests a model for understanding resistance to political marketing. An empirical investigation of 454 participants from 2018 national elections in Pakistan, utilizing a structured questionnaire for data collection and employing structural equation modeling analysis techniques, reveals that skepticism and dissatisfaction significantly fuel voters’ resistance to political efforts. These factors engender disbelief, erode trust, and diminish interest in political candidates and their parties. Based on these findings, we draw implications for advocating citizen engagement over a sole reliance on advertisements to mitigate negative voter attitudes toward political campaigns.

Political Microtargeting – on the Possibility of a Polish Version of the American Cambridge Analytica Scandal from 2016

The use of political microtargeting, a technique of political market segmentation based on an algorithm that allows personalising campaign materials catered to individual voters, is on the rise with political campaigns across the world. Trump’s 2016 campaign provides an example of it being used in an ethically-questionable way that entails personal data infringement. The article looks at the possibility of using it in a similar way in Poland. To this end, the author presents a comparative analysis of a number of elements that make up the political landscapes of the United States and Poland.

The Process of Understanding as the Foundation of Political Thinking: on the Trap of Reifying Thought

The basic thesis justified in the essay defines the relationship between the nature of cognitive processes attributable to humans and politics defined as the space of possible interactions between humans determined at the level of cultural artifacts in the form of ideas. It is based on fundamental distinctions about learning systems (cognitive systems) defining the ways (possibilities) in which they process information and the resulting cognitive limitations. In this approach, the human mind is one cognitive system. The thesis has the following formulation: if the process of understanding is the foundation of political thinking, then the reification of thought at the level of cultural artifacts is a cognitive trap that locks thinking, and political thinking in particular, into a tradition of copying and reproducing these artifacts. It is a process that leads to cognitive pathology at the social and political level, which is characterized by the hegemony of memory and imitation and, as a consequence, arbitrarily limits not only the scope of thinking but also the way we relate to the world. The above process renders meaningless the relationship between understanding and knowledge, transforming the latter into a mummified artifact of collective memory. Consequently, the artifacts of collective memory in the form of ideas become secondary objects or products that enter the political market, becoming elements of political circulation, alienated from their source and original function.

How Do Consumers React to Ads That Meddle in Out-Party Primaries?

Abstract In 2022, Democrats spent $53 million on ads helping far-right candidates win Republican primaries. Paying for ads that support far-right candidates, the reasoning went, could help Democrats win in the general elections because it is easier to beat extreme than moderate candidates. In the current research, we ask: how do consumers react to the use of “meddle ads”? On the one hand, because of rising levels of polarization, consumers might be accepting, or even supportive, of meddle ads. On the other hand, because meddle ads might come across as unethical and risky, consumers might be averse to their use. Across 7 main studies and 10 supplemental studies (N = 7,740) using multiple empirical approaches—including conjoint analysis, vignette studies, incentive-compatible donation studies, and analysis of online comments using human coders and NLP tools—we find that consumers are averse to the use of meddle ads. This aversion is driven by three factors: concerns about the character of the candidate, outcome-related risk (losing elections), and system-related risk (losing trust in democracy). These findings contribute to research on political marketing, provide practical guidance for marketers around meddle ads, and identify a novel type of risk perceptions with implications for consumer behavior research.

Populist orality in 21st Century latin american socialism: an analysis of political discourse

This article offers a review and reflection on the new forms of orality and transmission of speeches in the context of 21st Century Socialism. It is highlighted that politicians use language daily through speeches in order to convince the recipient of their point of view, which has generated new forms of political organization in South American countries. The analysis focuses on the importance of political language in creating meanings and in the main political maneuvers, as well as the competition of political actors for the favors of the people in the civic scene. The relevance of discourse theory in understanding social relations and their transformation is highlighted, as well as the influence of populism on society's perception of media systems and their relationship with the "powers that be”. Additionally, the use of political marketing, its impact on the persuasion and manipulation of public opinion, and the influence of ancient rhetoric on contemporary politics are addressed. The technological-cultural struggle between alternative ways of perceiving and arguing reality is mentioned, highlighting the importance of understanding discourse in its textual, situational, and social practice dimensions. The article offers a comprehensive vision of populist orality in the context of 21st Century Socialism, highlighting its influence on politics, society, and the perception of reality in Latin America.

Political Marketing and Voting Behavior: A Systematic Literature Review and Agenda for Future Research

Political marketing, a marriage between politics and marketing, is a dynamic and relatively young field. Thus, it adheres to frameworks that are borrowed from other disciplines to comprehend and explain voting behavior. This makes the field more complex and fragmented. Also, this field is under-researched and in its nascent stage, notwithstanding the current increase in academic research. Therefore, it is difficult for researchers to build on prior acquired knowledge and further the field’s research. Accordingly, the current study provides a systematic review of the extant literature by utilizing the systematic literature review (SLR) methodology, which provides a thorough evaluation of the relevant literature, yielding multiple benefits. A total of 36 papers covering 20 reputed peer-reviewed journals from 2002-2023 were selected for analysis to identify theoretical perspectives, reveal main topics followed by research gaps, recommend future research avenues, and provide a comprehensive understanding. Our analysis revealed that papers striving to comprehend various facets of voting behavior utilized five different theoretical perspectives and were grouped around five topics. The results are hopefully expected to galvanize further research in this field from the theoretical as well as from a practice-oriented perspective by providing multiple actionable inputs for the relevant subject.

A Consistent Picture? Issue‐Based Campaigning on Facebook During the 2021 German Federal Election Campaign

In times of declining party identification, political parties need to persuade and mobilize their voters from election to election. Setting topics in such a way that voters are convinced to cast their vote has become an essential prerequisite for success in modern election campaigns. Social media are suitable for this, as parties can set their own topics or highlight the topics most important to the voters and communicate them to a large audience in organic posts or target specific voter groups with ads. While tendencies of issue ownership in posts on Facebook are repeatedly shown empirically, there is a lack of studies investigating which strategies parties follow in their investment decisions on Facebook ads. Based on theoretical expectations derived from the literature about digital political marketing and issue prioritization in election campaigns, this article investigates whether parties communicated consistently on Facebook with regard to the issues they set in organic posts, sponsored posts, and ads during the 2021 German federal election campaign. The results of a manual quantitative content analysis (n = 1,029 posts, n = 1,197 sponsored posts, n = 2,643 ads) show that parties focused on issue ownership in their posts. Still, their investments in sponsored posts and ads followed different strategies. Here, most parties highlighted social policy, contradicting issue ownership for some parties. The article provides novel insights into digital campaigning and discusses the extent to which parties can engage audiences beyond their organic reach within party-affiliated audiences.

A Theoretical Analysis of Consumer Behaviour for Voters in Ghana

This paper identifies evidence of political marketing and, more specifically, consumer-oriented political marketing to analyse the theories of consumer behaviour and identify evidence of consumer behaviour in marketing in the behaviour of Ghanaian voters. The examination used quantitative research to analyse the relationship between three elements: (1) psychology, (2) personal and (3) social to understand the theory of the relationships between campaign messages and voters’ behaviour. Data were collected through a cross-sectional survey with semi-structured questionnaires administered to 7203 randomly selected respondents from participating political parties and voters in Accra, Ghana. Data received were analysed using descriptive statistics and Structural Equation Modelling (SEM). Findings revealed a statistically significant relationship between the behaviour of voters in Ghana and the campaign messages of political parties. This paper concludes that there are opportunities for political marketing and change in voter behaviour. Still, sufficient attention should be given to the understanding of consumer behaviour theory that recognizes the behavioural dynamic of voters in the design of effective campaign messages that are responsive to voters’ needs.