research articles on political marketing

Political Marketing Communications in Today’s Era: Putting People at the Center

Symposium: The State of American Politics
Published: 06 January 2021
Volume 57 , pages 646–656, ( 2020 )

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research articles on political marketing

Nicos Antoniades 1

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Several studies have focused on the impact of the main communication tools on political performance. However, little academic attention has been given to examine the influence of each communication strategy on voters as “consumers.” The researcher aims to test the relationship between each of the four main communication tools (i.e. public relations, media, advertising, and social media) and political performance, and the relationship of each of the aforementioned communication tools with the “offering” of political products that focus on voters. A survey of U.S. politicians indicates that public relations, media, and social media have a significant positive effect on political performance; public relations and social media also have a significant positive impact on the “offering” of products that focus on voters. In turn, the results show a significant positive relationship between political performance and the “offering” of political products that focus on voters.

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Department of Marketing, St. John’s University, Jamaica, NY, USA

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Development of Hypotheses

POLITICAL PERFORMANCE

THE “OFFERING” OF POLITICAL PRODUCTS THAT FOCUS ON VOTERS-CUSTOMERS

COMMUNICATION TOOLS

H1a: There is a positive relationship between Public Relations (PR) and Political Performance (PP).

H1b: There is a positive relationship between Public Relations (PR) and Voters (VO).

H2a: There is a positive relationship between Media (MD) and Political Performance (PP)

H2b: There is a positive relationship between Media (MD) and Voters (VO)

H3a: There is a positive relationship between Political Advertising (PA) and Political Performance (PP)

H3b: There is a positive relationship between Political Advertising (PA) and Voters (VO)

H4a: There is a positive relationship between Social Media (SM) and Political Performance (PP)

H4b: There is a positive relationship between Social Media (SM) and Voters (VO).

H5: There is a positive relationship between Political Performance (PP) and Voters (VO)

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Antoniades, N. Political Marketing Communications in Today’s Era: Putting People at the Center. Soc 57 , 646–656 (2020). https://doi.org/10.1007/s12115-020-00556-6

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Published : 06 January 2021

Issue Date : December 2020

DOI : https://doi.org/10.1007/s12115-020-00556-6