The Nonlinear Effects of Political Advertising

Lipsitz, Keena; Padilla, Javier

doi:10.1080/15377857.2021.1997877

Cited by 4 publications

(4 citation statements)

References 39 publications

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“…Moreover, the emphasis of political marketing has frequently been on administrative issues, such as in the work of Kotler and Kotler (1999), O'Cass (2009), Butler and Neil (1994), and Lock and Harris (1996), which all have a solid promotion organisation emphasis. "As grounds of concern in the electoral-promotion works are connected with the practice of the marketing notion and the essential and development features of party-electoral marketing and promoting approach" (O'Cass 1996; Butler and Neil 1994;Lock and Harris 1996;O'Shaughnessy et al 2012;Irshaidat 2022;Lipsitz and Padilla 2021). Political communication researchers who examine the influential outcomes of electoral adverts regularly presume that there is a linear association between advertising volume and ballot selection.…”

Section: Political Marketing Campaign Issuesmentioning

confidence: 99%

“…In their research, Lipsitz and Padilla (2021) clarify why it is mutually normatively and methodically significant to verify the accurate correlation between advertising and vote choice, and they determine this through exploring three modes of archetypal campaigning outcomes using a more tight-fisted method.…”

Section: Political Marketing Campaign Issuesmentioning

confidence: 99%

“…Moreover, the emphasis of political marketing has frequently been on administrative issues, such as in the work of Kotler andKotler (1999), O'Cass (1996), Butler and Neil (1994), and Lock and Harris (1996), of which their studies all have a sturdy marketing management emphasis. "Such grounds of attention in the political-marketing works have been related to the function of the marketing perception and the fundamental and procedure features of political marketing and marketing strategy" (O'Cass 1996;Butler and Neil 1994;Lock and Harris 1996;O'Shaughnessy 1999;Irshaidat 2022;Lipsitz and Padilla 2021).…”

Section: Political Marketing Campaign Issuesmentioning

confidence: 99%

“…Moreover, the relevant research works have acknowledged that parties and contenders are consuming various types of marketing, particularly in terms of Political Product, Price, Place, and Promotion. Candidates then attempt to be voted into positions in this manner (Niffenegger 1988;Kotler and Kotler 1999;Lees-Marshment 2001a;Irshaidat 2022;Lipsitz and Padilla 2021). Political events also appear to correspond to conventional marketing situations (Kotler and Kotler 1999;Kaskeala 2010); consequently, in political communication vocabulary, the political system is identical to industries, while candidates are comparable to additional business merchandise (Niffenegger 1988;Kotler and Kotler 1999.…”

Section: Political Marketing and The 4psmentioning

confidence: 99%

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The Impact of Political Marketing on Voting Behaviour of Cypriot Voters

Sophocleous,

Masouras,

Anastasiadou

2024

Social Sciences

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The present study concentrates predominantly on the statement that the voter is influenced by and consumes the political communication marketing formed through political structures, content which is partially created based on the political matters of a country. Consequently, this study is founded upon the point that voting actions reflect what kind of content voters consume; therefore, the elector is the potential customer of the “electoral marketplace”. Accordingly, the primary goal of this study is to explain the effect that the political marketing of various parties might have on voters’ behaviour. Correspondingly, we introduce the framework of the planned research; identify the vital research principles; and clarify the intentions of the study and the required theoretical background, together with the data gathering and analysis methods used at this stage for the implementation of the envisaged project. In this context, primary research has been conducted quantitatively, the conclusions of which confirm the presence of the relationship outlined above. In conclusion, this research demonstrates that there is a certain correlation between broader political marketing and electoral perceptions. According to the survey results, we conclude that there is a positive linear correlation between the values of all four elements of the marketing mix, which is statistically significant. We found that there are three different levels of correlation between the pairs of the political marketing mix. Accordingly, it appears that there is a stronger correlation between Price and Product and between Place and Promotion, respectively, while there is a slightly weaker correlation between Place and Product and Promotion and Product. At the same time, there is an even weaker but still positive and statistically significant correlation between Promotion and Price and Price and Place, respectively. In addition, “Promotion” falls behind the rest of the elements of political marketing, a fact that partially confirms the given picture with regard to political marketing and considers “Promotion”, and thus the actual political/pre-election campaign, to be less influential compared to other components of the political marketing mix (Product, Place, and Price), which, according to the specific results, appear to influence, indirectly but more strongly, the voting choices of Cypriots.

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Section: Political Marketing Campaign Issuesmentioning

confidence: 99%

Section: Political Marketing Campaign Issuesmentioning

confidence: 99%

Section: Political Marketing Campaign Issuesmentioning

confidence: 99%

Section: Political Marketing and The 4psmentioning

confidence: 99%

See 2 more Smart Citations

The Impact of Political Marketing on Voting Behaviour of Cypriot Voters

Sophocleous,

Masouras,

Anastasiadou

2024

Social Sciences

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The Effect of Political Marketing on the Electoral Behavior of Greek Voters

Sophocleous,

Anastasiadou,

Masouras

et al. 2024

Springer Proceedings in Business and Economics

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The current paper is positioned primarily on the statement that the voter is influenced by political communication and political marketing, produced by the political system and the political markets in particular, and which is partly shaped by the political issues of society. Accordingly, the specific study is established on the fact that electoral behaviour is a practice of consumer behaviour and consequently, the voter is the prospective consumer of the political marketing mix, produced by the political system. In this respect, the paper gives a relevant theoretical background regarding voters’ behaviour and political marketing. More specifically, research involved a survey through the use of a structured questionnaire with closed questions and the use of a 5-point Linkert Scale, which allows the measuring of the impact of the factors that are forming the marketing mix of the Greek political market. The survey occurred electronically, with the use of a convenient sample, with 605 Greek citizens with electoral right. The answers were given between the 27th of June and the 11th of July 2023, just after the two subsequent electoral contests. The particular timing was preferred, in order to obtain the reflection of a clear electoral output and therefore, to attain the monitoring of a transparent impact of the political marketing. Beyond the favorable timing, another reason for which the Greek case was preferred, is the fact that there is a favorable ground for the particular field, and the specific research is likely to contribute to the existing research gap by focusing on the impact of political marketing produced by the Greek political market. In conclusion, the research demonstrates and measures the electorate impact of the various elements of the political marketing mix.

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Evaluating Military Use of Social Media for Political Branding during Online Firestorms: An Analysis of the Afghan Troops Withdrawal

Uwalaka

2023

Journal of Political Marketing

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The Nonlinear Effects of Political Advertising

Cited by 4 publications

References 39 publications

The Impact of Political Marketing on Voting Behaviour of Cypriot Voters

The Impact of Political Marketing on Voting Behaviour of Cypriot Voters

The Effect of Political Marketing on the Electoral Behavior of Greek Voters

Evaluating Military Use of Social Media for Political Branding during Online Firestorms: An Analysis of the Afghan Troops Withdrawal

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