Influence of Political Marketing on Voting Decision and Voter Behavior

Abstract

Political campaigning, a part of every electoral system, employs a range of communication strategies, including political marketing. In India, political marketing takes up a significant amount of campaign money compared to other strategies, and it is divided among multiple political parties. That being said, the attempts to utilize intensive advertising to educate the people and develop favourable action inclinations raise problems about the role of political marketing in India, where caste, creed, religion, and regional issues play a larger part in electoral races. The growing issue arises when advertising costs soar to astronomical proportions, sometimes even surpassing the annual budgets of major FMCG companies.

Investigating whether political marketing is appropriate in the Indian context is the goal of this study. In terms of voting behaviour, the study investigates how individuals believe that political marketing affects their decision-making, attitude toward voting, and search and assessment of information.