Political Marketing Research Articles

Marketing affect: mapping the centredness of the election campaign through a comparison of party strategies in the Delhi assembly elections

ABSTRACT Electoral campaigning in India is now effectively multi-modal and inhabits both the virtual and the real sphere. However, tools and techniques of campaigning vary across parties. The two parties that this paper focuses on, the BJP and the AAP, are known for running highly organized campaigns marked by their intensity and voter reach. The paper looks at the specific case of the Delhi assembly elections of 2015 and 2020 to compare strategies and the election campaign of the two parties. The paper argues that while the campaign of both parties was methodical and micro-managed, the selection of electoral issues and customization of the campaign to the addressed audience varied. The parties are comparable in terms of being leader centric, tending towards the personalization of politics, and both conducted professionalized campaigns, yet the political marketing of the element of affect differed. To demonstrate this, the paper firstly draws on literature in the field of political communication to illustrate the role of emotions, or the aspect of affect, in an electoral campaign. Secondly, through a perusal of media reportage and analysis, the paper traces the process by which personalization was manifested and how the narrative of affect came to be framed in the election campaign.

How Policy Entrepreneurs Encourage or Hinder Urban Growth Within a Political Market

This paper updates and extends the Political Market Framework (PMF) by integrating elements of interest groups and political market theory with policy entrepreneurs’ (PEs) roles in explaining the patterns of urban infrastructure construction. The prominent role of PEs is observed through a grounded analysis of two large infrastructure projects in Mexico City. A comparative study of the cases suggests that: (1) The agency of PEs in political markets is central to explaining the construction of urban infrastructure; (2) PEs contribute to the definition of pro-growth or anti-growth coalitions and the definition of public problems; (3) the legitimacy of PEs is grounded in their political or technical reputation, or both; (4) the appropriate use of political institutions requires that PEs know how to use electoral timing strategically; and (5) the role of PEs seems to be better understood within a bounded analysis framework, such as the political markets approach.

Italy's embrace of the Belt and Road Initiative: populist foreign policy and political marketing

Abstract Are populist governments harbingers of foreign policy disruption? The foreign policy of western Europe's first all-out populist coalition government constitutes a good window to address this question. Italy's ‘Yellow–Green’ government's decision to embrace China's Belt and Road Initiative (BRI) in 2019 has been understood as an important rupture from Italy's traditional Euro-Atlantic foreign policy. On the basis of substantial empirical research, especially elite interviews and official documentation, this article finds instead continuity with previous administrations' overtures to Beijing, including non-opposition from the EU and active engagement by the bureaucratic establishment. This article makes a contribution to the study of populism and foreign policy by positing that political marketing constitutes the key intervening variable that accounts for populist governments' rhetorical differentiation to local electorate and international counterparts alike. The Italian case demonstrates that populist ‘ruptures’ may well be about style and electioneering tactics, over substance and policy strategy. Considering the still growing number of governments that decide to sign into the BRI, most lately that of Argentina, policy-makers and observers ought to assess to what extent these are real commitments, or rather a smokescreen of marketing practices that does not change the relationship between China and the target country in any substantial manner.

How Do Information Sources Shape Voters’ Political Views?

The study assesses the extent to which the various sources of political information may influence the beliefs and values held by three groups of potential voters in the United States (Democrats, Republicans, and undecided). It interprets findings regarding the efficacy of the various sources of political information in the context of communication theories to explain the emerged group differences and suggests political marketing strategies to influence potential voters. The study findings suggest the possible powerful effects of social media relative to other sources in affecting the political views of undecided potential voters.

Does political issue matter in voting intention in Ghana? A political marketing perspective

Voters` participation is considered fundamental in an electoral process. Yet almost half the countries in the world have voter turnouts of (60–79) percent. To be able to predict and influences voters` behavior, political parties and political consultants need to identify determinants of voters` behavior. This study is pursued to identify the motivation behind a sample of voters who cast a ballot in the 2012 and 2016 presidential elections. Structural equation model Amos was used with a sample of 493 voters. The objective of this is to conceptualized a strategic direction and propose a framework for voters` behavior determinants. The findings revealed that political issue directly influences voting intention. The findings further established that; Voters` trust and loyalty mediate and moderate the relationship. We therefore recommended that, Management of the various political parties should pay particular attention to these political issue variables in their quest to influences voters’ voting intention.

The Triangle of Leadership. Authenticity, Competence and Ordinariness in Political Marketing

By reflecting on the interactions among three components – the perception of authenticity, ordinariness and competence – and adopting a holistic approach, this article presents and offers an innovative conceptual framework and a heuristic tool to understand and graphically represent what drives the popularity and success of contemporary political leaders and to co-explain the reasons for their success (or failure). We name this tool the triangle of leadership. With this research aim in mind, we organize this article as follows. First, we pose its theoretical premises by distinctively reflecting on why we believe that competence, authenticity and ordinariness are the most useful and comprehensive dimensions (and terms) to use to understand what makes a political leader as such. Second, we present and discuss its main features, properties, theoretical and practical implications. Finally, with the aim of building a new and solid bridge between academia and political marketing practices and practitioners, we conclude by claiming that the triangle of leadership has the potential to empower political marketing practitioners (and the whole array of civil society actors and organizations) to effectively advise their clients in their attempts to attain high personal approval ratings and electoral support.

Formalizing clientelism in Kenya: From Harambee to the Constituency Development Fund

Why does clientelism persist? What determines how politicians signal responsiveness to voters and exert effort towards fulfilling campaign promises? This article explores how state capacity, legislative institutional strength, and established ideas about what politicians can do structure the political market in legislative elections. The argument herein is that campaign promises must be credible to have any currency. Therefore, programmatic campaign promises are likely to be more credible in countries with strong states and legislatures, while clientelism predominates in weak states whose legislatures cannot compel the executive branch to implement legislators’ campaign promises. Historical experience also matters in shaping shared expectations of what politicians can do and the feasible set of credible campaign promises. I support these arguments with a historical institutionalist analysis of Kenya’s Harambee Movement and the Constituency Development Fund (CDF), as well as evidence from a nationally representative survey. Findings corroborate the claim that clientelism persists when it is the most credible means of fulfilling campaign promises. This article also shows that rising costs can precipitate legislative reforms away from clientelism – as happened with the creation of Kenya’s CDF in 2003. Overall, this article increases our understanding of the origins and persistence of clientelism in low-income states and potential avenues for reform towards programmatic politics.

Political Marketing Factors Determining Advantages Intention to Vote (Study on Tubanregency Election December 2020)

This study aims to examine the variables of political marketing to get the most votes. This variable is a technique and control of a system so that the campaign team is successful in general elections to win or get the most votes in the political arena. For this reason, the success team must understand strategies in political marketing, which include intimacy, personal connections, trust, intention to vote, personal connections, and word of mouth. The research approach method uses quantitative because this research focuses on hypothesis testing so that the research process can be carried out in a structured manner and uses a large sample. Research result Familiarity has a significant effect on personal connection in political marketing in the 2020 Tuban Regency election. Familiarity has no significant effect on Trust in political marketing in the 2020 Tuban Regency election. Familiarity has a significant effect on the intention to vote in political marketing in the 2020 Tuban Regency election. The personal connection has a significant effect on Trust in political marketing in the 2020 Tuban Regency election. Trust has a significant effect on word of mouth in political marketing in the Tuban Regency election in 2020. Trust significantly affects the intention to vote in political marketing in the 2020 Tuban Regency post-conflict local election. Intention to vote has a significant effect on word of mouth in political marketing in the 2020 Tuban Regency post-conflict local election.

Mahyeldi-Audy Political Marketing Innovation During the Covid-19 Pandemic During the 2020 West Sumatra Regional Election

This study discusses the political marketing innovation of the Mahyeldi-Audy couple in the face of the 2020 West Sumatra Provincial Election during the Covid-19 period. The victory obtained by the Mahyeldi-Audy couple is a manifestation of the success of political marketing that has been carried out. This study aims to describe and analyze the political marketing strategy of the Mahyeldi-Audy pair in the 2020 West Sumatra gubernatorial election contestation. In researching the author, the author uses the theoretical framework of Niffenegger's 4P political marketing and Adman Nursal's 3P. This research is in the form of a qualitative descriptive. To obtain the data, it was obtained through in-depth interviews with the informants and coupled with a literature study which was then analyzed using theory. The results of this study indicate that the Mahyeldi-Audy pair runs a 4P marketing mix (product, promotion, place, and price). Strong political products can be seen from the figures, candidate backgrounds, vision and mission and work programs that are in accordance with the needs of the community. Effective promotions by both Mahyeldi-Audy and the winning team using push, pass, and pull marketing methods. The use of minimal material resources but with maximum results. Placement, mapping and segmenting voters as well as creating a good image and being able to place oneself at every level of society. The success of the Mahyeldi-Audy pair in winning the 2020 West Sumatra gubernatorial election was due to being able to design and execute a structured, creative and innovative political marketing strategy during the COVID-19 pandemic.

The role of social media in the political involvement of millennials

Purpose This study aims to examine the relationship of information quality of social media, social media reputation, social media political marketing activities, trust and political involvement of millennials. Methodology The empirical analysis was conducted using a sample of 309 millennials. This study used online survey for the data collection. After passing reliability and validity tests, the data were analyzed with partial least squares structural equation modeling. Findings The results show that information quality of social media has positive and significant direct influence on reputation and trust. Information quality of social media also has a significant indirect influence on trust through social media reputation. However, there is no significant relationship between information quality and political involvement. Social media political marketing activities also have a direct and indirect significant effect on political involvement through trust. Finally, trust also has a positive and significant impact on political involvement. Practical implications This research may contribute to the political marketing experts and politicians in increasing the quality and credibility of advertisements on social media, which will affect trust and political involvement of millennial generation. Moreover, politicians and political marketing experts who have an online-based community should optimize their marketing activities in social media to encourage positive behavior and trust from social media users. Value This study has shown a more comprehensive model of the relationship between information quality of social media and political involvement. This study also reveals the significant indirect effect of the trust on the relationship between information quality on social media, social media political marketing activities and political involvement.

Political Marketing in Billboards

Political Marketing in Billboards

Kemenangan Royal Simanjuntak dari Partai Kebangkitan Bangsa menjadi Anggota DPRD Kabupaten Tapanuli Utara

The purposes of this study are: To find out the victory and electability factor of Royal Simanjuntak from PKB to become a Member of the DPRD of North Tapanuli Regency in the 2019 Election To understand the electability factor of Royal Simanjuntak in the 2019 Election. The type of this research is qualitative research. The strategy carried out by Royal Simanjuntak in his victory in the 2019 Legislative Election is by maximizing 9 elements of political marketing, the 9 elements are segmentation, positioning, policy, person, party, presentation, pull marketing, pass marketing and push marketing. Using political marketing strategies through political communication channels, namely, face-to-face and door-to-door activities. This door to door strategy is very effective and helps the process of attracting prospective voters because apart from being known to prospective voters, Royal can directly discuss and witness the situation of the community more closely. Royal Simanjuntak!'s victory in the 2019 election, apart from a good political marketing strategy, was also influenced by Royal's socio-political modalities. Socio-political modalities in the form of political capital, social capital and economic capital are very effective in winning political contestations. conceptually it is said that the synergy of these three socio-political modalities is very significant in influencing the victory of a candidate. The modalities that were managed and organized effectively by Royal simanjuntak had a significant influence on its victory in the 2019 elections.

Employing The Media for Political Marketing to Improve the Image of Arab and Islamic Leaders Countries

The paper came from the reality of the impact of the media and its performance of its function towards awareness and guidance and the role it plays in building nations and focusing on showing leaders and their qualitative impact on people which made the trend to employ various media tools by leaders, politicians and owners of methodological and theoretical schools to benefit from the media. And its influential tools in finding and providing a popular base that enables leaders to exist and survive and highlight them as models and symbols through which convictions are formed and contribute to the rule and extension of the approach sought by different social groups and systems. How can the media contribute to the formation, building and preparation of leaders? To what extent have the media been employed by the political leaders of Turkey and Egypt? The paper included four axes. The first axis dealt with the concept of the media and its functions, the second axis was about the concept of leadership and its types, the third axis was about the influence of the media in building the personality of the leader, and the fourth axis included a presentation of the analysis and interpretation of interview questions for experts in the field of political science and media, and the paper concluded with several results. Including that the media, through its various means, has become an effective tool of political, economic and cultural control through which countries seek to compete to extend their hegemony and highlight their power. The media, by employing its various means, has achieved for political leaders many successes in achieving their goals and programs, and that the media works to prepare individuals to carry out the national duty. The paper also concluded with several recommendations, most notably the need to pay attention to media content that serves the goals of society, as well as the need to intensify efforts to employ it and own mechanisms and aids to achieve the goals of successful leadership programs and to create a variety of methods through the media that help in qualifying political leaders and building their personalities away from conveying their news and achievements as marketing and promotional news only.

When branding turns toxic: a theoretical framework for modern extreme-right brand networks

ABSTRACT This article proposes a new theoretical framework to conceptualize extreme-right entrepreneurial activities as ‘toxic’ brand networks. It applies political marketing and branding, consumer culture, and customer engagement research to different extreme-right identity myths and narratives that are connected through various commercial goods, services, and subcultural products, such as martial arts, music, and clothing. The article argues that a comprehensive understanding of the threats posed by the modern extreme right is limited by the lack of attention on their political marketing and branding strategies. These strategies combine fundraising with the spread of extremist ideology to facilitate radicalization and recruitment. The conceptual framework presented here explores the various elements and reciprocal mechanisms within such a brand network. Among these, shared emotional and social experiences, as well as ideological authenticity and reciprocity, are identified as the most crucial. The article makes specific suggestions to use this framework to improve counter-messaging and to design other effective countermeasures, such as the targeting of weak links in the brand network in order to facilitate brand damage.

The role of political marketing and its importance in Barisan Nasional at Malaysia general election

This study discusses the political marketing tools based on the research in Barisan Nasional (BN) at Malaysia general election. According to the Malaysian law, the date of the last election and subsequent election is to be held at 5-year intervals. Thus, after GE12 in 2008, GE13 was held in 2013. Since 1969 from Alliance coalition to 1973 BN coalition never lost a general election in parliamentary constituency. The political tsunami in GE12 BN won 140 seats in Dewan Rakyat out of 222 seats, opposition parties such as Pakatan Rakyat (PR) won 82 seats out of 222 Dewan Rakyat of seats in Malaysia (Election Commission of Malaysia, 2008, 2013, 2018). The GE13 result was almost the same as GE12 in which BN won 133 seats in Dewan Rakyat or 47.38% of the votes. Pakatan Rakyat (PR) won the support for 89 seats in Dewan Rakyat or 50.87% of the votes. This is first time BN won in the general election but with less of the votes. In GE12 and GE13 voters started to support the opposition rather than BN. Specifically, direct voter contact, indirect voter contact, dominant party, party leader, gerrymandering, malapportionment, re-delineation, first-past-the-post system (FPTP) are the political marketing tools implement by BN. This paper discusses about political marketing tools employed by BN during general election. Therefore, this paper can provide information to political parties and help them to identify the suitable political marketing tools for coming elections.

STRATEGI KOMUNIKASI POLITIK DALAM PEMENANGAN KEPALA DAERAH PEREMPUAN DI KABUPATEN BEKASI

Pemilukada is one of the instruments of political decentralization, which made possible the occurrence of a transfer of power from the centre to the area. Through representation and embodiment pemilukada popular sovereignty can be enforced. The election directly Head region and the Deputy Chief of The Bekasi Regency is one of the forms of democracy in 2012 has three pairs of prospective candidates in the Region and Deputy Head of the area’s competed in the election Districts in the Regency of Bekasi, (1) France Partner Hasan Yasin dan Rohim Minteraja, the couple on the stretcher from the 3rd parties; (2) Sa’dudin Couples and Jamal Lulail, carried from another party and 3; (3) couples M. Darip Jejen Mulyana and Sayuti, Carried from 7 party. Based on the final results of the General Election Commission’s recap of the Regencies in Jakarta, the head of the most votes and Deputy Chief of the Bekasi district won by pairs Neneng Hasanah Yasin and Rohim Minteraja (NERO). The focus of this research is to examine the factors that affect victory the win strategy and how NERO, with the formula issues (1) whats factors affect NERO’S victory; (2) How Political Communication Strategies do with 3 (three) basic concepts as the footing (1) Political Communication Strategies, (2) Political Participation and (3) Marketing of politics. The case study is done is with interviews and the collection of documents related to the winner in the election of Regional Heads NERO Regency of Bekasi. As the findings turned out to be a very decisive victory factor pair Neneng Hasanah Yasin with Rohim Minteraja i.e. the lights his father factor M. Yasin, who is one of the richest men in Regency of Bekasi, as well as supported businesses that work with teams either.
 The focus of this research is to examine the factors that affect victory the win strategy and how NERO, with the formula issues (1) whats factors affect NERO’S victory; (2) How Political Communication Strategies do with 3 (three) basic concept as the footing (1) Political Communication Strategies, (2) Political Participation and (3) Marketing of politics. The case study is done is with interviews and the collection of document related to the winner in the election of Regional Heads NERO Regency of Bekasi. As the findings turned out to be a very decisive victory factor pair Neneng Hasanah Yasin with Rohim Minteraja i.e the lights his father factor M.Yasin, who is one of the richest men in Regency of Bekasi, as well as supported businesses that work with teams either.

Political Marketing Prabowo Subianto and Sandiaga Salahuddin Uno in the 2019 Presidential Election

This research explains how the political marketing of Prabowo Subianto and Sandiaga Salahuddin Uno was conducted in the 2019 presidential election. This study uses a qualitative approach, and data collection methods use in-depth interviews and documentation. The results showed that Prabowo-Sandiaga tried to maximize all stages of their political marketing concept, nevertheless the political marketing concept carried out by Prabowo-Sandiaga had not yet had a good impact on the final results in the 2019 presidential election. On the other hand, all the stages of the political marketing concept carried out by Prabowo-Sandiaga in the 2019 presidential election slightly increased the total votes if compared to the total votes obtained in the previous presidential election. The stages of political marketing carried out by Prabowo-Sandiaga in the 2019 presidential election started with Segmentation, Targeting, Positioning, and Political Marketing Campaign Strategy. Prabowo-Sandiaga has several political segmentations which are then given a focus on political targets with patterns full market coverage. Prabowo-Sandiaga has a positioning on issues such as: Welfare, Justice, Prosperity. The positioning strategy pattern used is the rationalization strategy. Political marketing campaign strategy carried out with push political marketing, pull political marketing, and pass political marketing.

PENGARUH SOSIAL MEDIA TERHADAP PERSEPSI PUBLIK DALAM PEMIIHAN KEPALA DAERAH DI SUMBAWA TAHUN 2020

The purpose of this study was to determine the impact of social media on public perception of regional head elections in Sumbawa in 2020. The method used was a qualitative method with a descriptive approach, data collection techniques with interviews, documentation, and literature studies related to the problems studied. The results of this study indicate that social media can influence public perception in the election by becoming a political campaign and marketing tool, namely the first 4Ps are products; The most important product of a political party is of course the candidate himself along with the party platform, concept, and work program of the political party itself. Second promotion: A good promotion is not luck, but a good promotion must be placed precisely where the sale will take place, how the promotion will run and for whom the promotion is. Third price: Price or price in political marketing includes several things ranging from economic, psychological image to national image. Fourth place: places related to pairs of candidates can maximize all potential voters well or effectively, political socialization to pairs of candidates can accommodate all levels of society. Candidate pairs are always able to classify, map, and analyze layers and forms of community characteristics.

The Effects of Promotion Activities, Social Media and Reference Groups on Generation Z Voter Behavior in Political Marketing

The Effects of Promotion Activities, Social Media and Reference Groups on Generation Z Voter Behavior in Political Marketing

Assessing Political Brand Relationship as Leverage for Voter Preference in Ghana

This research is an empirical assessment of political brand relationship as leverage for voter preference and choice of candidates by voters in Ghana. The objective of the study is to ascertain the use of political brand relationships for leveraging the preference of voters. The study used a total sample size of 10 key party and labor union representatives. The research found out that voter identification and differentiation of a political party from one another, as a process, has positive effects on the voting motivations of respondents and their choice of candidates. The research established that the political brand of a party causes voters to accept and identify with a particular party. Finally, the research revealed that the desire to help voters, fulfilment of promises, the creation and sharing of wealth, and safety issues were of paramount concern to voters. The study also found out that, political brand relationship building has a positive impact on voter attraction/preference of the voter. Voters identified themselves with political brands on the basis of brand characteristics such as economic freedom, social status, safety, recognition, and personal achievement. The study further found out that political parties are liable to be neglected by voters when there is a failure to establish a brand relationship. The research recommends that in order to track or monitor changes in aspirations and needs, political parties should undertake regular marketing research with a view to obtaining current information regarding what voters want. The study further recommends that politicians should segment, target, and position their parties or candidates properly in the political market space if they are to be victorious in elections.