The Impact of Political Marketing on Voting Behaviour of Cypriot Voters

Harry P. Sophocleous, Andreas N. Masouras, Sofia Anastasiadou
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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.
政治营销对塞浦路斯选民投票行为的影响
本研究主要集中于这样一种说法,即选民受到通过政治结构形成的政治传播营销的影响,并消费这些营销内容,而这些营销内容部分是根据一个国家的政治事务创建的。因此,本研究的基础是,投票行为反映了选民消费什么样的内容;因此,选民是 "选举市场 "的潜在客户。因此,本研究的首要目标是解释各政党的政治营销可能对选民行为产生的影响。因此,我们介绍了计划研究的框架;确定了重要的研究原则;阐明了研究意图和所需的理论背景,以及现阶段为实施设想项目而使用的数据收集和分析方法。在这种情况下,进行了定量的初步研究,其结论证实了上述关系的存在。总之,本研究表明,更广泛的政治营销与选举观念之间存在一定的相关性。根据调查结果,我们得出结论,营销组合中所有四个要素的价值之间存在正线性相关,这在统计学上是显著的。我们发现,政治营销组合的各对要素之间存在三种不同程度的相关性。因此,价格与产品之间、地点与促销之间似乎分别存在较强的相关性,而地点与产品、促销与产品之间的相关性则稍弱。同时,"促销 "与 "价格"、"价格 "与 "地点 "之间的相关性更弱,但在统计上仍呈显著正相关。此外,"促销 "落后于政治营销的其他要素,这一事实部分证实了政治营销的既定情况,并认为与政治营销组合的其他要素(产品、地点和价格)相比,"促销 "以及实际的政治/选前活动的影响力较小,而根据具体结果,这些要素似乎间接但更强烈地影响着塞浦路斯人的投票选择。
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