The Impact of Political Marketing on Voting Behaviour of Cypriot Voters

Harry P. Sophocleous (), Andreas N. Masouras and Sofia D. Anastasiadou
Additional contact information
Harry P. Sophocleous: School of Economics, Business and Computer Science Neapolis University, 8042 Pafos, Cyprus
Andreas N. Masouras: School of Economics, Business and Computer Science Neapolis University, 8042 Pafos, Cyprus
Sofia D. Anastasiadou: School of Economics, Business and Computer Science Neapolis University, 8042 Pafos, Cyprus

Social Sciences, 2024, vol. 13, issue 3, 1-16

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.

Keywords: political marketing; voter behaviour; 4Ps of political marketing (search for similar items in EconPapers)
JEL-codes: A B N P Y80 Z00 (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.mdpi.com/2076-0760/13/3/149/pdf (application/pdf)
https://www.mdpi.com/2076-0760/13/3/149/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jscscx:v:13:y:2024:i:3:p:149-:d:1352130

Access Statistics for this article

Social Sciences is currently edited by Ms. Yvonne Chu

More articles in Social Sciences from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().