Political Marketing Research Articles

The Impact of Political Marketing Mix on Repeated Voting Decision in Indonesian General Elections: A Case Study of FEB Universitas Riau Students

Politics is the basic policy of the state administration that is currently and will apply, which is sourced from the values ​​that apply in society to achieve state goals. The purpose of government-run politics is to achieve the welfare of the general public. Elections are a form of political participation as an embodiment of people's sovereignty, because at the time of voting, the people become the most decisive party for the political process in an area by voting directly. This study aims to determine whether the influence of the Political Marketing Mix on the decision to choose repeat voters in General Elections in Indonesia (a case study on FEB students, Universitas Riau). This study applied quantitative research method. The analysis technique used is multiple linear regression with the test equipment using Warp PLS 7.0. The number of samples to be taken as many as 145 respondents with purposive sampling method. The data was collected by distributing online questionnaires. Based on the results of the study, it was found that: 1) Political products have a significant effect on voting decisions. 2) Political Promotion has a significant effect on the Decision to Choose. 3) Political Price has a significant effect on the Decision to Choose. 4) Political distribution has a significant effect on voting decisions

Digital Games as Persuasion Spaces for Political Marketing: Joe Biden’s Campaign in Fortnite

Digital Games as Persuasion Spaces for Political Marketing: Joe Biden’s Campaign in Fortnite

POLITICAL BRANDING AS A COMMUNICATION TOOL IN THE CONSTRUCTION OF IMAGE IN THE POLITICAL CANDIDATES OF THE SECTIONAL ELECTIONS IN THE CITY OF RIOBAMBA – ECUADOR

The Political Brand As An Image Communication Tool For The Mayor Of The City Of Riobamba In The Sectional Elections Of 2023 Aims To Identify The Political Brand As A Tool For Image Communication For The Mayor's Office, The Research Is Based On Theories Of Political Marketing As The Main Science, Breaking Down From This The Brand Types Of Brand, Communication, Non-Verbal Communication And Political Ordinances. In The Research Methodology, A Mixed Approach Was Used So That The Investigation Of The Subject To Be Treated Can Be Carried Out, The Survey Was Developed To Obtain Data According To The Study Variables, After This Eye Tracking Was Used To Measure The Perception That The Political Candidate Has. The Results Obtained Are Based On Parameters Of Composition And Non-Verbal Communication, In Such A Way The Idea To Defend That The Visual Analysis Of The Candidates For Mayor Of The City Of Riobamba Aims To Increase The Level Of Acceptance That Voters Have During The Election Period, Giving Way To The Proposal In Which The Political Brand Model Was Raised With Analysis Strategies, Differentiation And Notoriety To Be Applied In The Pre-Campaign Period Of The Candidate In Addition To This, An Added Value Is Given To The Research With The Sherpa Manifesto Addressed To The Marketer. After Having Carried Out The Study, It Is Concluded That Strategies Have Been Proposed With Which The Voter Can Know The Political Candidate, These Being A Guide For The Pre-Campaign, Recommending Using The Proposed Model To Have A High Level Of Effectiveness In The Mentioned Period.

오스트리아학파 경기순환론에 대한 공공선택학파의 대응

Since Mises’ advocacy and Hayek’s refinement, ABCT(Austrian Business Cycle Theory) has been well formulated and showed valid explanation on actual economic business cycles as well. This article reveals how Public Choice responded to ABCT and how they developed its own ideas on business cycle. Gordon Tullock criticized Rothbardian sense of ABCT, followed by severe response from Sallerno. Some essential points on this argument were extracted to compare the basic difference of Tullock and Rothbard. ABCT activates business cycle when gov’t(central bank) ‘artificially’ lower the interest rate. Public Choice theorists focus on ‘why’ they do that. For ABCT, whether or not they have good intention is not important. PBCT, however, more emphasize that was done for the selfish political interests that politicians or bureaucrats have in political context. Austrians suggested new meaning to ‘bust’ phase of economic cycle, which under neo-classcical economics school long have been ignored as ‘bad’ event. ABCT assumes two key concepts; heterogeneity of capital, and mal-investment. PBCT is unfamiliar to those. So PBCT frequently does not identify the difference between over-investment and mal-investment, and assumes homogeneity of capital. It’s because Public Choice stands on neo-classical economics, not Austrian sense of economics. Then, four political business cycle theory(PBCT) models were reviewed: Opportunistic, Partisan, Rational Opportunistic, and Rational Partisan model. Austrians focusing on market process met Public Choice Theorists focusing political market met on the theme of business cycle. ABCT shows how ‘visible hand’ gives impact on market economy, and PBCT shows what impact business cycle has to political market. Each mutually gives sound tension, plus contributes to complementary explanation on overall business cycle.

Understanding the Role of Social Networking Sites in Political Marketing

Today social networking sites (SNS) are one of the most popular and extensively used platforms. These SNSs are now acting as a strong medium of social expression and are changing the way people are acting and reacting to the information flow on these sites. Therefore, in this context, the current study tries to identify how SNS engagement of the people is affecting their online political participation and further how it impacts their rational political decision-making strategy. The resource model of political participation and the social exchange theory are undertaken as a guiding theoretical framework of this study. Survey method was used to collect data from university students across the Jammu region of Jammu and Kashmir. PLS SEM has been used for data analysis. The paper concludes by putting up the major findings of the study along with theoretical and practical implications.

Attention capital in populist network communication: When the free labour of citizens maintains the spiral of attention

Abstract The author thematizes the operation of the political market of attention that is propelled by the willingness of citizens to credit populist leaders with their digital political labour. Mutual, nevertheless unequal, exchange of attention leads to the formation of a spiral of attention. Its expansive character is sustained by the strategically subsidized recognition of populist leaders. Accumulated attention, i. e. attention capital, is the resource that is used to maintain populist networked public spheres, while citizens are proletarianized: they are invited to apply their labour power to distributing political ideas but are pevented from evaluating the influence of competing public actors.

The Greek Government's Pandemic Policy towards Covid-19 as a Parameter of Political Competition through Different Media Channels. Game Theory Application as a Conceptual Framework for the Decision Making Process

This research is initially a conceptual framework of how we can use game theory as a tool to represent the Greek government's pandemic policy towards Covid-19. With this approach, we can investigate the political competition in different units of time (periods) and understand the differences and the decision-making process as a result of a general strategic political marketing plan and leadership style. We can also assess how citizens viewed the handling of the pandemic and how public opinion was formed about prevention and protection measures, and we can understand how the positive outcome evolves over time, taking into account other measurements such as public opinion surveys. We give an example of how we combine the data and use it in the game theory representation in matrix tables.

Commercial Marketing Vs Political Marketing The diversity of the fields of application of marketing pushes the politician to take advantage of it and exploit it to succeed his electoral campaign

Commercial Marketing Vs Political Marketing The diversity of the fields of application of marketing pushes the politician to take advantage of it and exploit it to succeed his electoral campaign

Expanding the political market framework to explain executive decision‐making during the COVID‐19 crisis

AbstractThe traditional political market framework (PMF) argues that elected officials respond to policy demands by adopting policy that furthers their goal of reelection. However, an emerging crisis can make this approach to decision‐making challenging as the immediacy of response, the needs of the public, and technical expertise may conflict with reelection goals. This conflict can encourage elected officials to engage in blame avoidance by delegating policy‐making powers to the bureaucracy. Utilizing a mixed methods approach to analyze state‐level governor responses to COVID‐19, this paper expands the PMF by capturing the influence of bureaucratic demands on elected official decisions to delegate or transfer power to the bureaucracy. We find evidence that bureaucratic expertise, under the right set of circumstances, influences policymaker decisions to delegate policymaking power. Lastly, we advocate for a renewed focus on democratic principles and the consequences of delegation for transparency, accountability, and social equity. In understanding the specific dynamics at play when bureaucrats and executives work to develop policy in crisis, practitioners may gain a better understanding of how to navigate difficult decisions. The specific executive orders across states are not particularly well‐known, and providing evidence of the steps other states took to combat the crisis may prove useful to practitioners in the emergency management space. If practitioners have a more complete understanding of why policy is made and by what mechanisms, they may apply a focus on implementation strategies that are effective and relevant.

THE ENCOURAGEMENT OF POLITICAL MARKETING AND WORD-OF-MOUTH COMMUNICATION TOWARDS THE IMAGE OF THE MAYOR, TRUST, AND BEGINNING VOTERS’ JUDGEMENTS IN SELECTING A MAYOR IN INDONESIA

Political parties experience a shift in perspective in the context of organizing political campaigns from the traditional era to a new era called political marketing. This study aims to measure the effect of political advertising and word of mouth on the image of regional heads, trust, and voters' decisions in selecting mayors. This research was conducted in Batam City, Riau Archipelago Province, Indonesia in 2021. The type of this research was survey research involving 389 12th-grade high school and vocational high school students as first-time voters. The technique of collecting data is a questionnaire technique, namely through the distribution of questionnaires. Data analysis in this study used Structural Equation Modeling (SEM) analysis, using Amos 24. The results of the study: 1) Political advertisements influence the image, beliefs, and decisions of first-time voters. 2) word of mouth has a significant effect on the image, and word of mouth has a significant effect on trust and novice voters' decisions. 3) The image of a candidate for regional head influences the trust, confidence, and decisions of first-time voters. 4) Trust in regional head candidates influences the decisions of first-time voters in Batam City, Riau Archipelago Province, Indonesia.

Manajemen Pemasaran Politik Partai Kebangkitan Bangsa Dalam Persiapan Pemilu 2024 di Sumatera Utara


 Political marketing is a process in which prospective leaders will introduce themselves and offer work programs or their future visions and missions if they take office to the wider community who are the target of their political marketing process. The purpose of this political marketing is to attract the public's interest in voting. candidates to win elections and become leaders in certain areas. The target market in political marketing is the acquisition of the most votes by political parties through mass choice in general elections. This journal will discuss the management of political marketing that will be carried out by the Partai Kebangkitan Bangsa (PKB) in preparation for the upcoming 2024 elections. The method used in writing this journal is a mixed descriptive method (qualitative and quantitative). The purpose of writing this journal is so that writers and readers can broaden their horizons and take many lessons from various political marketing management strategies carried out by the Partai Kebangkitan Bangsa in preparing for success in the democratic party in 2024. The results found are that political parties, especially PKB, are obliged to maintain transparency, honesty, openness, and freedom in the implementation of elections. To maintain this commitment, the party would always train and thoroughly prepare all personnel so that they could carry out their duties effectively as witnesses to oversee vote counting up to the national level. We hope that the preparation of this journal can provide benefits and additional insight regarding the management of political marketing in a political party for all those who read it.
 Key Words: Management, Political Marketing, Political Parties, Elections.

Examining COVID-19 response among local governments through the political market framework.

The coronavirus disease 2019 (COVID-19) pandemic has brought to the forefront the importance of a local government's role during public health emergencies. While cities around the world have led the pandemic response in their communities by extending public health services, providing socioeconomic assistance to constituents and aiding small businesses and jurisdictions in the United States have had varying degrees of success in managing the crisis. As such, this study employs the political market framework to explore the impact of supply-side determinants (form of government, preparedness capabilities, and federal aid) and demand-side determinants (population, socioeconomic factors, and political affiliation) on a local government's COVID-19 response. Given the lack of attention, the emergency management literature has paid on government form, exploring the impact of council-manager vs mayor-council systems on COVID-19 response has been this study's primary focus. Using a logistic regression and survey data across Florida and Pennsylvania local governments, this study finds government form significant for COVID-19 response. Following our findings, local governments with a council-manager form were more likely to adopt public health and socioeconomic strategies in response to the pandemic than were those with other forms. Furthermore, having emergency management plans, receiving public assistance from Federal Emergency Management Agency, community characteristics like the percent of teens and non-White residents, and political affiliation also had a significant impact on the likelihood of response strategies being adopted.

FACTORS INFLUENCING POLITICAL PARTICIPATION IN LEBANON: THE MEDIATING ROLE OF PERCEIVED CONGRUENCE

This study analyzes the factors that influence political participation. These factors include: political information efficacy, political interest, community engagement, political party affiliation and perceived congruence. Moreover, this study addresses the mediating role of perceived congruence on the relationship between political interest, community engagement and political participation. A quantitative survey method was used and structured questionnaire was administered to a convenience sample of 412 respondents. The findings of this study revealed that political interest, community engagement, and political party affiliation have a positive effect on political participation. In addition, the results indicated that perceived congruence has no direct or mediate effect on political participation. The current study enhances marketing literature to understand political behaviors under unusual political situations. In contrast, this research supports both political parties and governments for better understanding the factors that influence political participation which guide them to fulfill their political marketing objectives and gain citizens’ support.

Перехрестя науково-освітніх альтернатив: монополія на прийняття рішень чи культивування компетентності?

Despite a fairly homogeneous way of functioning, our modernity is marked by different conceptual identities: some consider it as an epoch of simulation, others insist on the expediency of terminological equivalents such as risk society, butterfly and black swan effect, and some argue that a short period, criterion uncertainty and functional turbulence. Such a priori problems are dangerously supplemented by a decrease in the level of scientific thinking and the culture of managerial decision-making, as a result of which the horizon of seeing problem challenges and effective answers to them narrows. Even ambitious international institutions, projects and initiatives are increasingly playing the role of selfish interests of individuals and lobby groups through political marketing, populist, demagogic and manipulative tools. After all, the most threatening problem is the inability to determine the hierarchy of problems, dangers and challenges, resulting in the inability to build a symmetrical hierarchy of means to overcome existing problems. Such intellectual and managerial shortcomings are mostly tried to be eliminated by increasing the level of formalization, substituting quality criteria with purely quantitative criteria and giving priority to secondary factors. The consequence of such an incorrect perception of reality and paying hypertrophied attention to marginal tendencies is the exacerbation of real and priority problems, which more and more often become chronic, questioning the full functioning not only of science and education in Ukraine but also society and the state as a whole. In such circumstances, the prospects for cultivating competence and responsibility at all levels of management decision-making, and above all, mainly at the highest political level, become crucial.

Komunikasi Pemasaran Politik terhadap Keputusan Memilih Calon Legilastif DPRD Kota Tangerang Selatan pada Pemilu Legislatif 2019

The purpose of this research is to analyze the influence of political marketing communications on the decision to elect candidates in the Legislative Elections in South Tangerang City. This type of research is quantitative. The data source for this research is primary data derived from the sample, namely voters in the 2019 Legislative Elections in South Tangerang City. Data collection was carried out using random sampling by spreading to 100 respondents. This study uses the Multiple Linear Regression analysis method. The results showed that the results of multiple linear regression analysis obtained the coefficients of each variable from advertising (0.164), personal selling (0.966), public relations (0.215), sales promotion (0.413) and direct marketing (0.652). In conclusion, advertising, personal selling, public relations, sales promotion, and direct marketing have a significant effect on the decision to choose a candidate. Simultaneously, political marketing communications (promotion mix) has a significant effect on the decision to elect candidates.
 Keywords: Choice Decision, Political Marketing Communication (Advertising, Personal Selling, Public Relations, Sales Promotion, Direct Marketing)

Beyond the Bipartisan System in the Taipei Mayoral Elections—Rise of Market-Oriented Strategies in Electoral Campaigns?

Current literature on political marketing seldom investigates elections in non-Western regions or countries. The analysis of the Taipei mayoral elections (TMEs) can fill this academic vacuum. This article studies the election campaigns for the TMEs between 1994 and 2018 to understand and analyse the political marketing strategies used by candidates and political parties in Taiwan, an East Asian democracy. While the New Party (NP) stuck to a product-oriented strategy, the Kuomintang (KMT) and the Democratic Progressive Party (DPP) employed sales-oriented strategies in most TMEs. This article argues that political parties with strong ideologies find it hard to use the market-oriented electoral strategy. The victory of Ko Wen-je in 2014 and 2018 TMEs can be analysed in terms of the successful employment of a market-oriented strategy. However, given the changing environment of local politics, Ko and his party, the Taiwan People’s Party (TPP), may not follow market-oriented strategies in future TMEs.

The Greek Government's Pandemic Policy towards Covid-19 as a Parameter of Political Competition through Different Media Channels. Game Theory Application as a Conceptual Framework for the Decision Making Process

This research is initially a conceptual framework of how we can use game theory as a tool to represent the Greek government's pandemic policy towards Covid-19. With this approach, we can investigate the political competition in different units of time (periods) and understand the differences and the decision-making process as a result of a general strategic political marketing plan and leadership style. We can also assess how citizens viewed the handling of the pandemic and how public opinion was formed about prevention and protection measures, and we can understand how the positive outcome evolves over time, taking into account other measurements such as public opinion surveys. We give an example of how we combine the data and use it in the game theory representation in matrix tables.

Social Media and Political Marketing Elements Affecting the Political Participation Behavior of Voters: A Field Research on Syrian Migrants

Political parties and candidates seek the votes of the voters in the elections with the policies and promises they create within the scope of political marketing. It is frequently seen in the elections held in Turkey that there is very little difference in votes between the parties in the elections. Elections are either won or lost with a very small margin of votes. When evaluated in this direction, it is very important for political parties and candidates to determine the factors that are effective in the political participation behavior of Syrian immigrants, one of the nations with the highest immigrant population and living in Turkey. In this study, it is aimed to determine the social media and political marketing elements that are effective in the political participation behaviors of Syrian immigrants after they migrate. Data were obtained with a semi-structured interview form by interviewing 20 Syrian immigrants living in Gaziantep face to face. When the data obtained are evaluated, it has been determined that the political thought of the environment, the attitudes and behaviors of the party leader and the candidate, social media and political marketing factors are effective on the political participation behaviors of Syrian immigrants. Another important finding within the scope of the study is that the discourses and actions of the party and the candidate towards Syrian immigrants, the perspective of the party towards immigrants, religious values, customs and ideologies are important factors on the political participation behaviors of Syrian immigrants.

The Duty of Public Relations in Political Marketing

This is a research with the title of )The Duty of Public Relations in Political Marketing(, and it has given importance to identifying the duties which are given more care by the public relations of the political factions for the political marketing of the political factions, this research is an effort to make it clear and learn that the public relations have managed to work for the political factions’ objectives on a high level, and to what extent the political factions have embodied their public relations in the political marketing, the purpose of the research is specifying the level of implementing the public relations duties within the political factions and knowing the mechanism of performing public relations duties for the political marketing of the political factions and showing the issues that create obstacles in front of implementing public relations duties of the political factions, this is a descriptive research, where the researcher relied on the surveying measures through questionnaire forms, the research bodies of the three political factions of ) Patriotic Union of Kurdistan, Kurdistan Democratic Party and the Change bureaus and chambers of )6( Movement(, and the samples of the research is taken from the cadres of cadres with various ranks, and the most important results ١9٨ the political factions whose numbers are that the researcher has come up with in the research, although the public relations have significant roles to realize the goals of the political factions, however; the public relations of the political factions have not been able to work on the social and national feeling of responsibility on the mass. The public relations of the political factions are not working their duties as required, sometimes they work on the duties of )Interpretation, persuasion, evaluation, documentation and facilitation (, although they have given importance to the media within their duties, the public relations in their duties of political marketing on the mass, political institutions and political marketing and the tools of using the means of mass relations and political output, mainly relied on the media duties to convince and attract the mass, little training courses for the cadres of the public relations sections for obtaining appropriate background for practising their professions are important factors which have become obstacles in front of implementing the public relations duties

Pemasaran Politik Lilis Nurlia dan Eka Widyani Latief Pada Pemilu 2019 di Kota Bekasi

The 2019 election is a new history because the elections were held simultaneously. This creates a challenge for the legislative candidates on how to inform and convince the public. The number of elected female candidates is still small compared to the male candidates. Hence the need for political marketing, to be able to win the election. Political marketing is a candidate's strategy to win the election. This paper aims to explain the political marketing of Lilis Nurlia and Eka Widyani Latief in the 2019 election in Bekasi City by using the political marketing theory of Philip B. Niffenegger. The research method used is qualitative research with a case study approach to obtain an overview of the phenomenon from the political marketing experience of Lilis Nurlia and Eka Widyani Latief. The result is that Lilis Nurlia and Eka Widyani Latief can implement political marketing properly according to product, price, promotion, and place. It becomes interesting when Lilis Nurlia uses a success team in facing the 2019 election, while Eka Widyani Latief does not use a success team. Lilis Nurlia served in 2014 and Eka Widyani Latief served in the 2004 and 2009 elections in Bekasi City. This means that Lilis Nurlia and Eka Widyani are one step ahead of the other candidates.