Empirical Research on Political Marketing: a Selected Review

Mitchell J. Lovett ()
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Mitchell J. Lovett: University of Rochester

Customer Needs and Solutions, 2019, vol. 6, issue 3, No 3, 49-56

Abstract: Abstract This article reviews empirical research on political marketing. The goal of this selective review is to provide an overview of this body of research that crosses fields including economics, political science, marketing, information systems, and communications in order to make it easier for newcomers to quickly identify key papers and understand the state of the field. The review takes the perspective of the marketing literature and includes a discussion of data sources, modeling and methodological issues, and some selected, prominent topics.

Keywords: Political marketing; Advertising; Social media; Negative advertising; Heterogeneity; Demand estimation; Targeting (search for similar items in EconPapers)
Date: 2019
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DOI: 10.1007/s40547-019-00100-6

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