Political Marketing

Lees‐Marshment, Jennifer; Conley, Brian; Elder, Edward; Pettitt, Robin T.; Raynauld, Vincent; Turcotte, André

doi:10.4324/9781351136907

Cited by 17 publications

(7 citation statements)

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“…This understanding extends existing research on voters' engagement restricted to a single election campaign (Pich et al, 2018;Pickard, 2019) or a single engagement dimension (Barrett & Brunton-Smith, 2014) and addresses explicit calls for further research on young voter engagement (Dermody & Hanmer-Lloyd, 2004;Dermody et al, 2010;Dermody et al, 2010;Harrison, 2020;Pickard, 2019;Russell et al, 2002;Sloam & Henn, 2017). In addition, this study contributes to the literature on customer journeys by uncovering novel insights emerging in this political context (Johnston et al, 2018;Lees-Marshment, 2019;Lees-Marshment et al, 2019;Lin, 2017;Nunan & Domenico, 2019;Parackal et al, 2018;Walker et al, 2019;Wilson & Paleologos, 2018).…”

Section: Discussionsupporting

confidence: 69%

“…In "recent years there has been an increased level of voter volatility which has been matched by an interest in understanding electoral behaviour" (Simons, 2016, p. 4). Understanding how people behave in political events, how they engage with political tactics and capturing their experiences of the political process is an area that requires further discussion (Johnston et al, 2018;Lees-Marshment, 2019;Lees-Marshment et al, 2019;Lin, 2017;Nunan & Domenico, 2019;Parackal et al, 2018;Walker et al, 2019;Wilson & Paleologos, 2018).…”

Section: Political Marketingmentioning

confidence: 99%

“…In addition, practitioners will be able to adopt and apply the voter engagement and journey mapping framework to map out the degree of engagement-disengagement during past and present political events but also consider future political events/elections. This in turn will allow practitioners to use the framework strategically to understand and monitor the voter transition/journey and consider how they can strategically utilise political activities and tactics to improve engagement and build longterm relationships with citizens-voters (Lees-Marshment, 2019;Lees-Marshment et al, 2019).…”

Section: Implications For Theory and Practicementioning

confidence: 99%

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Exploring young voter engagement and journey mapping across political events

Poorrezaei

Pich

Armannsdottir

et al. 2023

International Journal of Market Research

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This interdisciplinary study aims to explore the lived experiences and engagement of young voters from a customer journey perspective. To achieve this, the present study investigates voter engagement journey with various political events (2015 UK General Election, 2016 UK-EU Referendum, 2017 UK General Election and future elections). The authors collected data via phenomenological in-depth interviews with young voters 18–24 years. The results show different engagement journeys and touchpoints. In particular, the findings reveal that (1) young voters were not apathetic of politics as long as they could identify the personal impact of political issues-policies (i.e., sticky customer journey); (2) the ‘voter journey’ is dynamic resulting in stronger engagement yet limited long-term party loyalty; and (3) voters used multiple touchpoints to engage with the political process combining media, voter-led research and interactions with personal networks and political stakeholders (online and off-line). This study puts forward the voter engagement and journey mapping framework which represents a mechanism for researchers and practitioners to gain access into the hidden world of the voter journey and periodically explore levels of engagement across political events. To our knowledge, this is the first study examining customer journeys in a political context and provides insights for political campaign managers to effectively improve voters’ engagement.

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Section: Discussionsupporting

confidence: 69%

Section: Political Marketingmentioning

confidence: 99%

Section: Implications For Theory and Practicementioning

confidence: 99%

See 1 more Smart Citation

Exploring young voter engagement and journey mapping across political events

Poorrezaei

Pich

Armannsdottir

et al. 2023

International Journal of Market Research

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“…Political marketing is now an established field within marketing and political science (Lees-Marshment et al , 2019), with research growing substantially over the past 30 years. Such research branched out from an initial focus on market research and strategy into areas such as branding, fundraising, communication and delivery.…”

Section: Purpose and Relationship To Previous Literaturementioning

confidence: 99%

Marketing in a crisis: lessons from the “COVID election” in New Zealand

Elder

Lees‐Marshment

Bendle

2022

EJM

Self Cite

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Purpose This paper aims to identify both the traditional and novel forms of marketing behind New Zealand Prime Minster Jacinda Ardern’s landslide victory in the 2020 New Zealand General Election during the COVID-19 pandemic. Design/methodology/approach This research analysed both qualitative and quantitative data, including over 70 primary sources, the perspectives of practitioners, polling and data from surveys with over 450,000 respondents. The qualitative data was analysed interpretively against established theoretical concepts, whereas the quantitative data was analysed through descriptive statistics. Findings This research found that COVID-19 drastically changed what the public prioritised, allowing Ardern and Labour to position themselves as guardians of government stability, while camouflaging previous delivery failures. Labour also used a more emergent market-oriented and “polite” populist political marketing strategy. Research limitations/implications While the survey data used is not a perfect sample of the population, it is the largest public opinion survey in New Zealand and, given its convergence with other sources, provides valuable insights into political marketing during a crisis more broadly. Practical implications This research reinforces marketing’s most important aspect; the market should drive action. How decision makers respond to the market should depend on the environment. Thus, up-to-date market research becomes even more important during a crisis, as the environment changes rapidly. This leaves prior assumptions obsolete and implies strategy needs to be adaptive. Additionally, greater public attention provides governing leaders with the opportunity to present a more well-rounded leadership image. Originality/value To the best of the authors’ knowledge, this is the first research to look at marketing while in government and election campaigning in the context of successful management of a global pandemic.

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“…To put it another way, today there are few aspects of life that have escaped the impact of marketing -and politics is no exception. In fact, marketing and politics have a long history of working together (Lees-Marshment, Conley, & Cosgrove, 2014;Newman, 1994;Scammell, 1995). The election of Donald Trump is just the most recent and perhaps the most striking example of that relationship.…”

Section: A Beginningmentioning

confidence: 99%

Revisiting the Contemporary Flow of Influence in Political Marketing

Vodrey¹

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This dissertation examines the extent to which the flow of influence and innovation between commercial and political marketers is bidirectional and operating as a feedback loop rather than merely being a unidirectional flow from commercial to political marketers as is commonly assumed in the political marketing literature. It uses in-depth elite interviews to examine that subject matter and those interviews are also used to answer three research questions: First, to what extent is political marketing influencing the practice of commercial marketing? Second, how have changes in marketing strategies and technology impacted both political and commercial marketing? Third, what are the likely consequences of the relationship between political marketing and commercial marketing? With these research questions in mind, analysis focuses on two broad areas that exemplify the bidirectional flow of influence and innovation being sought for: marketing and technology.Researching and writing this dissertation was like trench warfare. That said, I would like to thank those who made the process a little more survivable. They are: my parents, my girlfriend, my supervisor André Turcotte, Mary Francoli, David Coletto, my external (Ken Cosgrove) and internal examiners (Scott Bennett) as well as my friends and fellow grad students. Special mention should also go to coffee at Rooster's Coffeehouse, Debt Rage Lager at Mike's Place, the Grad Recreational Softball League (GRSL) and -last but not least -those who said I wouldn't finish my PhD. This one's for you.

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Political Marketing

Cited by 17 publications

References 0 publications

Exploring young voter engagement and journey mapping across political events

Exploring young voter engagement and journey mapping across political events

Marketing in a crisis: lessons from the “COVID election” in New Zealand

Revisiting the Contemporary Flow of Influence in Political Marketing

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