Political Marketing Research Articles

Political Marketing in Malaysia: Emerging Success Factors within A Competitive Electoral Space

Political Marketing in Malaysia: Emerging Success Factors within A Competitive Electoral Space

The Impact of Political Imagery on Voter Preferences: The Mediating Role of Positioning in the Digital Era

Objective: This study aims to analyze the impact of political branding on voter preferences in the 2024 Simultaneous Regional Head Election in Riau Islands Province. Specifically, it investigates the mediating role of positioning and the moderating influence of local political issues. Theoretical Framework: This research used political marketing and branding theory to examine how candidates' image construction and strategic messaging influence voter behavior in a competitive electoral environment. Methods: A quantitative, explanatory research design was employed. Data were collected through surveys from 349 respondents selected using purposive sampling. The analysis used Partial Least Squares Structural Equation Modelling (PLS-SEM) with WarpPLS 8.0. Results and Discussion: The findings reveal that political branding, directly and indirectly, affects voter preferences through positioning, which serves as a mediating variable. Furthermore, local political issues were found to moderate the relationship between political branding and voter preferences, amplifying its effect. These results emphasize the strategic importance of aligning political branding efforts with voters’ localized concerns. Research Implications: The study offers practical insights for political candidates and campaign teams, highlighting the necessity of authentic political branding, clear positioning strategies, and integrating local political issues to increase electability. Originality/Value: This research contributes to the political communication literature by empirically validating a model that integrates branding, positioning, and contextual political issues in shaping voter behavior approach particularly relevant in the dynamic setting of Indonesian regional elections.

Tweeting for peace: an analysis of twitter use in Colombia's peace process

Abstract Political communication on social media is increasingly prevalent; however, the factors influencing message content and profile characteristics that contribute to its reach remain underexplored. This study analyzes these factors through a case study of a significant global political event: the Colombian peace process. We monitored the Twitter activity of 27 key accounts, comprising politicians, public figures, and organizations actively engaged in the peace process. Employing a mixed-methods research approach, we combined qualitative thematic and content analysis of the tweets with quantitative analyses to identify predictors of reach. The findings indicate that negative emotion, controversial topics related to the peace process, and opposition stance are strong predictors of retweet behavior. Additionally, user profile characteristics—such as a higher follower count and clear opposition or support stance on the peace process—also influence retweet diffusion. This study aims to elucidate the behavior associated with tweets by public figures, considering both message content and profile attributes. Understanding retweet behavior is essential, as it sheds light on the processes and variables involved in the dissemination of opinions and ideas, particularly within the fields of political marketing and communication. The originality of this article lies in its holistic approach, which integrates emotional and topical dimensions alongside profile characteristics within the context of a political event in a developing country. This research addresses a gap in the existing literature by providing comprehensive insights into the impact of social media on political communication.

Utility and Democracy in Political Campaign Advertising: Toward a Rule-Utilitarian Ethic for Political Marketing and the Ethics of Meddling in the Other Party’s Primary

Abstract Political advertising ethics has long been dominated by an adherence to the norms of democratic idealism or the highly situational ethics of act utilitarianism. This article proposes an alternative system of political advertising ethics grounded in Brandt’s ideal moral code theory, a form of rules-based utilitarianism. To illustrate the relative advantage of rule utilitarianism, the author investigates the ethics of advertising campaigns aimed at intervening in an opposing party’s primary. The past decade has seen a dramatic resurgence in Democratic and Republican candidates in the United States meddling in the opposing party’s primary through advertising campaigns designed to exploit tensions between electability and viability within the political outgroup. The author critiques the common act-utilitarian defenses of interparty–intraparty intervention and proposes a rule-utilitarian alternative that prioritizes the preservation of democratic norms over individual election outcomes.

Navigating the digital political landscape: How social media marketing shapes voter perceptions and political brand equity in the 21st Century

Social media platforms have revolutionized political marketing, and our research delves into how these digital strategies shape voter perceptions and political brand value. We've taken a deep look at this phenomenon through multiple lenses - political science, sociology, psychology, and marketing - to create a rich understanding of how digital campaigns influence voters. Our analysis reveals the intricate connections between online marketing tactics and political brand recognition, while examining how different demographic groups interact with political content in digital spaces. We've studied several successful digital political campaigns to understand what works and what doesn't, taking into account both the possibilities and limitations of these approaches. We also tackle the complex ethical questions that arise when marketing meets politics in the digital realm. For political teams, campaign managers, and scholars, our work offers both theoretical insights and practical applications, while opening new paths for future exploration in this dynamic field.

Human Branding in Political Marketing: A Systematic Literature Review and Agenda for Future Research

When Speed, Butler, and Collins introduced the theory of human brands into the field of political marketing, the topic garnered increasing interest from researchers. As a result of this growing academic attention, it became essential to update key concepts and clarify emerging terminologies in order to advance the conceptual and theoretical understanding of this evolving literature. To address this need, we conducted a systematic literature review (SLR) to identify the theories, research contexts, characteristics, and methodological approaches explored within the domain. Through this review, we modernized fundamental concepts such as authority, authenticity, humanization, and positioning. Furthermore, building on the theory of political brands and contributions related to human brands, we propose a basic definition of the human brand in politics. As the first SLR in this area, this paper serves as both a guide for marketing professionals developing human brands and a resource for researchers. It provides guidance on conducting an SLR and highlights future research directions, presenting a forward-looking agenda with 16 potential avenues for addressing existing gaps in the field.

Understanding Loyalty in a Political Marketing Context: What Makes Voters Loyal to a Political Party?

Informed by political marketing research and key marketing constructs of brand loyalty and switching, this study examines voter loyalty both overall and in relation to individual political parties by examining the factors which influenced voter behavior in the 2005, 2010, and 2015 UK general elections. British Election Survey (2015) data (n = 30,073) is analyzed to test hypotheses relating to voter loyalty. Multinomial logistic regression models identify significant influences on voter loyalty and switching behavior by political party. The research identifies the key issues for retaining loyal voters and reducing switching behavior for each of the three main UK political parties. The study found key influences on party loyalty and vote switching vary by type and/or strength of impact for each party. Overall, policy issues were less influential on loyalty than other variables; notably, perceived party unity, positive feelings about the party and its leader, and party identification in the case of Labour.

When sunshine gets you down: The role of transparency on public sentiment toward the amazon HQ2 competition

AbstractIn 2019, more than 230 local governments sought to attract the second headquarters of Amazon (HQ2). The Amazon HQ2 contest presents a unique, high‐profile case of state and local government competition for a project. It took place in a defined timeframe with varying bids and levels of government transparency and offers a rare window to explore how the information environment shapes expressions of sentiment by distinct actors in the political market framework (e.g., politicians, pro‐development actors, media, and the public). By analyzing nearly 40,000 Tweets across the United States and classifying actors' roles in the policy‐making process, we are able to discern how the transparency of communities' HQ2 bids differentially shaped public sentiment around this large‐scale economic development deal. “Sunshine,” we find, led to gloomy perspectives on the bids, though this negativity was moderated by actors' positions in the policy‐making process. Our results suggest that the non‐transparency of incentive deals is a strategy used to minimize criticism of politicians' economic development policies.

New Political Campaigning in the Digital Era: Khofifah Indar Parawansa's Strategy during the 2024 East Java Regional Elections

This research examines new political marketing strategies in the digital era through Instagram, focusing on Khofifah Indar Parawansa's political campaign in the 2024 East Java Regional Head Election. This research uses a qualitative method with a virtual ethnographic approach, this study analyzes the content of Khofifah's official Instagram account. The results of the study show that Khofifah successfully uses social media to convey personal narratives that are packed with local and religious cultural values, build emotional bonds with the community, and create effective two-way interactions through attractive visual uploads such as photos, videos, and stories. The study also underscores the importance of balancing social media to expand campaign reach efficiently and cost-effectively, while addressing challenges such as polarization, disinformation, and the digital divide. This research contributes to the political marketing literature by highlighting Instagram's role in building candidate brands at the local level, especially among young voters. These findings provide practical guidance for political practitioners in optimizing social media to create more effective and inclusive campaigns.

Global Political Marketing – The Future and Aspirations of Political Marketing

Global Political Marketing – The Future and Aspirations of Political Marketing

STRATEGI PEMENANGAN PASANGAN CALON BUPATI DIAN RACHMAT YANUAR DAN TUTI ANDRIANI DALAM PEMILIHAN KEPALA DAERAH KABUPATEN KUNINGAN

The winning strategy for Regent candidate pair Dian Rachmat Yanuar and Tuti Andriani in the Kuningan Regency Regional Head Election (Pilkada) includes various political approaches designed to win voter support. This research aims to analyze the political marketing strategies used by these candidate pairs to obtain a majority of votes. This research uses a qualitative method with a descriptive approach. Data was collected through in-depth interviews with the campaign team, direct observation of campaign activities, and documentation studies related to the candidate pairs' work programs. This research also uses inductive analysis to understand the patterns and effectiveness of the strategies implemented. The research results show that the DIRAHMATI couple uses segmentation, targeting and positioning strategies to reach various voter groups. Apart from that, political communication strategies, both through social media and face-to-face activities, play a big role in building a positive image and introducing candidate pairs to the public. This victory was also driven by their ability to manage local political dynamics, including collaboration with community leaders and gathering support from political parties that have strong influence in the area.

Economic Factors Influencing Political Advertising in Colombian Cities

This study tests the hypothesis that economic conditions influence political advertising expenditure in Colombian cities. The research analyzes data from ten cities over three years (2018–2020), focusing on the impact of GDP per capita, unemployment rates, internet penetration, and smartphone ownership on political campaign spending. Using regression analysis, the study evaluates the relationship between these economic indicators and advertising expenditure, while controlling for factors, such as voter turnout, population density, education levels, local government budgets, number of political parties, and media diversity. This approach addresses multicollinearity issues among the independent variables. The study establishes how economic factors shape political communication strategies, advancing campaign planning and resource allocation knowledge. Understanding political marketing dynamics in developing democracies, specifically in post-conflict Colombia, illustrates how economic conditions affect democratic participation and political representation in societies transitioning from conflict, where political communication functions as a mechanism for institutional stability and democratic consolidation.

Political Marketing and Democratic Processes in Nigeria: Welfare of Citizens in Perspective

This study is focused on political marketing and democracy in Nigeria: the citizen’ welfare in perspective. The objectives of the study are to critically and contextually analyze the role of political marketing in Nigeria’s democratic processes; evaluate the impact of political marketing on citizens’ welfare; examine citizens’ perceptions of political marketing and its influence on their democratic participation, and provide actionable recommendations on how political marketing can better serve democratic values and contribute to citizens’ welfare. The study identifies and explores political marketing, traditional marketing mix elements, political parties, foreign relations and media, democracy and overview of Nigeria’s democracy, citizens’ welfare, and highlights the evolution of political marketing, famous examples of political marketing, application of positioning and branding in political marketing; constraints to political marketing in Nigeria; sustenance of political marketing; democracy in the Nigerian/African context, and the challenges of democracy in Nigeria. The major findings from the study are that political marketing significantly shapes voter perceptions and decisions, with many citizens influenced by campaign messages, media representation and political branding; there is a notable gap between political campaign promises and the actual implementation of welfare policies post-election; many political actors prioritize campaign strategies that secure votes but fail to deliver on welfare commitments once elected; the lack of strict regulations allows for manipulative strategies that mislead voters and undermine democratic values; traditional media (radio, television) still plays a significant role in shaping political opinions, especially in rural areas, and existing laws are often inadequate to address modern challenges in political marketing, especially in the digital space, among others. The study concluded that political marketing is a tool which thrives in a democratic dispensation where the rule of law prevails, and political competition is tolerated or encouraged by the party (ies) in power. We, therefore, recommended that governments, non-governmental organizations and communities should work together to promote citizens’ welfare by creating policies and programs that reduce poverty, promote equality and ensure safety and security for all members of society; there should be an increasing call from civil society, media and the electorate for political reforms that ensure transparency, accountability and a focus on citizens’ welfare; studies should be conducted to assess how political marketing influenced voter decisions and whether elected officials fulfilled their campaign promises; establish independent committees to monitor the implementation of welfare programs promised during campaigns; provide electoral bodies with the resources and authority to regulate political marketing and ensure free and fair democratic practices; create platforms for dialogue between political candidates and citizens to discuss welfare issues and political strategies, and incorporate political education into school curriculums to foster a generation of informed and responsible voters, among others.

STRATEGI PEMASARAN POLITIK CALEG PEMULA ERI IRAWAN DALAM MEMBANGUN CITRA POLITIK DI KOTA SURABAYA

ABSTRACT This study focuses on digging deeper into how the political communication strategies of politicians build their image in the eyes of the public, by using the concept of political marketing it will certainly make it easier for political actors to build an image in the eyes of the public, there are several indicators that support political actors in building an image including: publicity, political campaigns, and personal branding. By using a descriptive qualitative research method, researchers will get answers by interviewing one of the political actors in Surabaya, in the results of the study there are several aspects and stages that drive an image of political actors such as going directly to the field and building cooperation with local community leaders, in addition to building cooperation with local community leaders, political actor Eri Irawan also builds a conclusion of the relationship long before the election period begins so that it is easier to be recognized by the public. In conclusion, Eri Irawan's political image has been formed long before entering the world of politics because Eri Irawan has gone into the field by helping the community in solving social problems in his area. Keywords: Political Communication, Political Marketing, Political Campaings, Eri Irawan, Image of Political

Altruism vs. Transactional Politics: New Political Marketing Reality in the Post 14th General Election Malaysia

Altruism vs. Transactional Politics: New Political Marketing Reality in the Post 14th General Election Malaysia

Performance analysis and scientific mapping of the literature on political marketing and brand: a systematic review

Performance analysis and scientific mapping of the literature on political marketing and brand: a systematic review

Politicians as brands in parliamentary vs. presidential systems: A cross-national comparison

Recent research has shown that politicians, specifically candidates, are viewed by the electorate as brands (Guzmán et al., 2015; Harrison et al., 2023), and that their brand image has an effect on voting intention (Van Steenburg & Guzmán, 2019). However, in all of these cases, the research was conducted in a presidential political system, where the electorate vote directly for a politician to function as head of the government. In parliamentary systems, though, the electorate vote for members of parliament, from which the head of government is appointed either by a non-executive president or a hereditary monarch. Therefore, the electorate in these systems do not directly choose the leader of their government, which leads one to question whether a politician’s brand matters as much in a parliamentary system as it does when the electorate vote directly for the head of state. To answer that question, data were collected in two presidential systems (United States and Mexico) and two parliamentary systems (Canada and the United Kingdom) using methodology that tests a politician’s brand image. Results show that politicians’ brands help shape the affective response toward the politicians regardless of political system, and that one’s self-brand image is as important to shaping those attitudes in a parliamentary system as it is in a presidential one. This is important to political marketers working in parliamentary systems as strategies can be developed to create a politician’s brand image that is valuable for elections as well as when governing.

“The scandal that shocked the world”: conspirituality and online scam ads

ABSTRACT Drawing on a collection of online ads for scam bitcoin exchanges, this article situates their appeal and aesthetic within the longer history of populist political marketing. This history connects with current forms of commercial “conspirituality” that thrive on social media platforms, inviting users to suspend their disbelief in miracle cures and get-rich-quick schemes. The scam ads we examined mobilize critiques of existing social and economic inequality to enhance the appeal of the false solutions they offer. Following recent work on conspirituality, the article draws upon Jacques Ranciere’s notion of “dissensus” to analyze the ways in which the style and content of scam ads invite a form of “conspiracy believing” that challenges common sense understandings. It then turns to Alenka Zupančič’s critical psychoanalytic theory to argue that these beliefs, far from critiquing contemporary capitalism, work to disavow its pathologies.

STRATEGI POLITIK PARTAI DEMOKRASI INDONESIA PERJUANGAN (PDIP) DALAM MEMENANGKAN LIMA KURSI DPRD KABUPATEN ENDE PADA PEMILU 2024

This research aims to determine the PDI Perjuangan's strategy in winning five seats in the Ende Regency DPRD. The research method used is a qualitative method, with data collection techniques using interview and documentation techniques. The theory of political strategy according to Peter Schroder and Political Marketing is used as an analytical tool. Data shows that PDI Perjuangan's strategy in winning five seats in the Ende Regency DPRD is: First, prioritizing programs and vision and mission. Second, improve the political image of parties and candidates. Third, map and care for target groups. Fourth, form a successful team. The findings above are very relevant if studied using political strategy theory according to Peter Schroder, namely offensive and defensive strategies and using political marketing theory according to Firmanzah, that is the PDI Perjuangan strategy in winning five seats in the Ende Regency DPRD, by implementing programs that are in accordance with the vision of The party's mission and programs are made in accordance with the issues that are emerging in society. Improving the image of the PDI Perjuangan party and candidates is done by responding to the aspirations of the community so that they can be assessed positively by the community, forming a success team that can help legislative candidates and parties to work in winning the PDI Perjuangan and legislative candidates. This research concludes that the strategy implemented by PDI Perjuangan in the 2024 Election was successful through a planned and adaptive approach to community needs, which contributed to the achievement of five seats in the Ende Regency DPRD.

Politički marketing i demokratija - kritička promišljanja

The subject of research in this paper is political marketing, which is critically examined from the standpoint of the interests of democracy. Guided by the goal of identifying key problems raised by its widespread application in political life, we have used methods of analysis and evaluation of critical considerations of the effects of political marketing on the democratic process. As the assumed normative background of these critical observations, we have used certain principles and requirements of two, in many ways opposite, concepts: the concept of competitive elitism and deliberative democracy, and the pluralistic understanding as a kind of "middle way". We synthesized the critical considerations in several general critical remarks. The first remark refers to the phenomenon of the marketization of politics, i.e. changes in the way politics is understood and functions, subject to the consumer forces of business management and the market. This is about the increase in populism in politics due to the prevalence of the "follower mentality", the weakening of leadership, the focus on short-term solutions instead of what is right for society in the long term. Political marketing also contributes to the fact that politics is increasingly losing its content - political communication and party politics are less and less directly related to political issues and beliefs, and more and more to individuals, personality, image, brand. The phenomenon of personalization, through pseudo-intimacy with citizens, distracts attention from essential political issues. The second remark develops the implications of understanding politics as the buying and selling and commodification of public opinion, which ignores the way in which ideas and values are key to the democratic process, as the foundation of competing visions of improving politics in order to achieve a better society. The instrumental approach to democracy limits critical-rational debate in the public sphere, reducing democracy to a method for achieving particular goals, by strengthening the functional role of voters in relation to parties, reducing them to a means of achieving party goals. Political consumerism, on the other hand, threatens traditional notions of citizenship, because it leads to selfish calculations becoming decisive in voting, suppressing the idea of the general interest of which commodified public opinion becomes incapable. The third objection relates to changes in the character of the political offer driven by the imperatives of its attractiveness to the political market and research on public opinion preferences. The last remark is directed at the formation of the attitudes of citizens as political consumers, under the influence of marketing political communication guided by predictive modeling methods and supplied with propaganda-manipulative techniques. In conclusion, the paper presents some of the ideas of the critical agenda of political marketing, as a possible framework for the development of its assessment and subjection to democratic control, with the theoretical and methodological support of a critical analysis of political discourse.