The Impact of Political Marketing on Voting Behaviour of Cypriot Voters

Abstract

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.