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

Kocaman, Rıdvan; Coşgun, Melih

doi:10.1080/15377857.2024.2374253

Cited by 3 publications

References 163 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

Factors Influencing Political Brand Coolness and Voting Intention

Banerjee

2024

Journal of Public Affairs

View full text Add to dashboard Cite

Establishing a voter connection requires political parties to prioritize providing the electorate with pleasurable experiences, treating them as consumers, and incorporating the “coolness factor” as a key ingredient. Consequently, the perceived coolness of a political brand is a characteristic that develops and evolves independently within society. The current empirical research aims to explore the various factors that contribute to the perceived coolness of political brands and its influence on voting intention. The study's participants are selected from India, a vibrant and diverse nation known as the world's largest democracy. In order to analyze the data, researchers employ the technique known as Structural Equation Modeling (SEM). The results of the analysis highlight the considerable impact of political party brand meaning on its coolness, indicating a positive relationship between the two. The coolness of the political party brand is heavily influenced by the leader's image, which has a significant positive impact. It is further revealed that political party brand coolness has a significant positive association with voting intention and party brand engagement. Our investigation shows that political brand engagement serves as a mediator in the association between political brand coolness and voting intention, besides the direct influence of political brand coolness on voting intention. A comprehensive understanding of the study's findings enables political marketers to identify more effective strategies for cultivating political brand coolness and leveraging them to create memorable experiences that resonate with voters. Those factors ultimately affect how people vote.

show abstract

Factors Influencing Political Brand Coolness and Voting Intention

Banerjee

2024

Journal of Public Affairs

View full text Add to dashboard Cite

show abstract

A Qualitative Research to Explore How Young Voters Perceive Politicians’ Use of Social Media

Kocaman,

Coşgun

2024

Alanya Akademik Bakış

View full text Add to dashboard Cite

Sosyal medya son zamanlarda siyasi bağlamın önemli bir parçası haline gelmiştir ve hem seçmenler hem de politikacılar tarafından aktif olarak kullanılmaktadır. Bununla birlikte, mevcut literatür, seçilen araştırma konuları veya ilgili makalelerde benimsenen metodolojiler nedeniyle politikacıların sosyal medya kullanımı etrafında oluşmuştur. Bu nedenle, seçmenlerin bakış açısını yansıtmakta eksik kalmaktadır. Bu doğrultuda, mevcut çalışma genç seçmenlerin politikacıların sosyal medya kullanımına ilişkin algılarını keşfetmeyi amaçlamaktadır. Bunun için sosyal medyayı aktif olarak kullanan, sosyal medyada politikacılarla etkileşime giren ve paylaşımlarını takip eden 18 katılımcıyla derinlemesine görüşme yapılmıştır. Daha sonra, verileri analiz etmek için nitel içerik analizi tekniğinden yararlanılmıştır. Bulgular, genç seçmenlerin sosyal medyayı kullanan siyasetçileri samimiyetsiz, yenilikçi, sosyal olarak uyumlu ve iletişim konusunda yetkin olarak gördüklerini göstermektedir. Sonuçlar, siyasetçilerin sosyal medya kullanımının genç seçmenler tarafından nasıl algılandığını ortaya koyarak ilgili boşluğu doldurmak suretiyle mevcut literatüre katkıda bulunmaktadır. Dolayısıyla bu çalışma, gelecekteki araştırmacıları, politikacılara seçmen davranışını etkilemek ve yönlendirmek için sosyal medyayı nasıl daha etkili kullanacaklarına dair kılavuzlar sunmak yerine, seçmenler lehine pratik sonuçlar sunmaya teşvik etmektedir.

show abstract

Sustainable Practices and Customer Value in Aviation Customer Dominant Logic Perspective

Çolak

2024

Advances in Marketing, Customer Relationship Management, and E-Services

View full text Add to dashboard Cite

Through the perspective of Customer-Dominant Logic, this study explores the gaps that exist in the aviation literature with relation to sustainable practices and customer value. Earlier studies, which frequently have their origins in Service-Dominant Logic (S-DL), place an emphasis on the value creation by providers, while ignoring customers' evaluation value inside their own ecosystems. In the context of sustainable practices, this study highlights important gaps based on dynamic capacities, brand image, information sharing, service quality, performance, customer trust, customer loyalty, satisfaction, and customer experience. This is accomplished via the utilization of a systematic literature review. The findings underline the importance of gaining a more in-depth understanding of the manner in which customers make sense of sustainable practices that are outside the control of service providers in aviation sector. This study also enhances comprehensive knowledge of customer value in sustainable aviation, with a particular emphasis on the formation of value emerges in customer reality.

show abstract

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

Cited by 3 publications

References 163 publications

Factors Influencing Political Brand Coolness and Voting Intention

Factors Influencing Political Brand Coolness and Voting Intention

A Qualitative Research to Explore How Young Voters Perceive Politicians’ Use of Social Media

Sustainable Practices and Customer Value in Aviation Customer Dominant Logic Perspective

Contact Info

Product

Resources

About