Indian Journal of Marketing

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Does Political Marketing Strategy Affect Performance of National Political Parties in Lok Sabha Elections ?


Affiliations
1 Associate Professor, Lovely Professional University, Jalandhar-Delhi, G.T. Road, Phagwara - 144 411, Punjab, India
2 Assistant Professor, Lovely Professional University, Jalandhar-Delhi, G.T. Road, Phagwara - 144 411, Punjab, India
     

   Subscribe/Renew Journal


India is the largest democratic country in the world. It gives the right to its citizens to vote irrespective of their caste, religion, status, or gender. However, the health of a democracy can be influenced by political marketing. The political parties try to influence the voters, but these parties face various challenges in selecting the correct and best strategy to win the elections. Therefore, the present study was conducted to contribute towards existing literature by examining various political marketing strategies and help the politicians or political parties to understand the marketing dimensions such as voter segmentation, candidate positioning, advertisement and campaigning, political rallies, and opinion polls, which can affect the decision of voters. The study used the data of the last three Lok Sabha elections, that is, 2014, 2009, and 2004 for analysis purposes. Panel least square method was applied to analyze the data. The findings of the study provide better insights to political parties while framing their strategies to influence voters.

Keywords

National Political Parties, Lok Sabha Elections, Marketing Strategies, Political Party Performance.
User
Subscription Login to verify subscription
Notifications
Font Size

  • Aceron, J. (2011). Stability and performance of political parties in Southeast Asia Philippines, party-less no more ? (Emerging Practices of Party Politics in the Philippines). https://www.g-watch.org/sites/default/files/resources/stability-performance-political-parties-philippines.pdf

  • Adams, C. (2019). Canada’s early developments in the public opinion research industry. Journal of Canadian Studies, 53(1), 48 – 69. DOI: 10.3138/jcs.2017-0080

  • Begde, P. (2011). Marketing in politics : Case of Congress and Bharatiya Janata Party. Indian Journal of Marketing, 41(1), 36 – 42. http://www.indianjournalofmarketing.com/index.php/ijom/article/view/37463

  • Brennan, R., & Henneberg, S.C. (2008). Does political marketing need the concept of customer value ? Marketing Intelligence & Planning, 26(6), 559 – 572. https://doi.org/10.1108/02634500810902820

  • Brooker, R. G., & Schaefer, T. (2015). Methods of measuring public opinion. Public opinion in the 21st century. https://www.uky.edu/AS/PoliSci/Peffley/pdf/473Measuring%20Public%20Opinion.pdf

  • Cramer, J. S. (1987). Mean and variance of R2 in small and moderate samples. Journal of Econometrics, 35 (2 – 3), 253 – 266. https://doi.org/10.1016/0304-4076(87)90027-3

  • Gbadeyan, R. A. (2011). Political marketing strategies and democracy in Nigeria. Asian Journal of Business Management, 3(1), 8 – 17. https://maxwellsci.com/jp/abstract.php?jid=AJBM&no=96&abs=02

  • Kemunto, O. W. (2016). The influence of political marketing strategies on the performance of Kenya as a tourist destination (Doctoral dissertation). University of Nairobi. http://erepository.uonbi.ac.ke/handle/11295/99805

  • Kotler, P., & Keller, K. (2016). Marketing management (15th ed.) Pearson Publication.

  • Kumar, V. (2019). Political marketing in India : A review of key strategies. International Journal of Scientific & Technology Research, 8(11), 3537–3542. http://www.ijstr.org/final-print/nov2019/Political-Marketing-In-India-A-Review-Of-Key-Strategies.pdf

  • Lynch, R., Baines, P., & Egan, J. (2006). Long-term performance of political parties : Towards a competitive resource-based perspective. Journal of Political Marketing, 5(3), 71–92. https://doi.org/10.1300/J199v05n03_04

  • Macreadie, R. (2011). Public opinion polls. Research Service, Parliamentary Library, Department of Parliamentary Services, Parliament of Victoria. https://core.ac.uk/download/pdf/30680647.pdf

  • Madestam, A., Shoag, D., Veuger, S., & Yanagizawa-Drott, D. (2013). Do political protests matter ? Evidence from the Tea Party Movement. The Quarterly Journal of Economics, 128(4), 1633–1685. https://doi.org/10.1093/qje/qjt021

  • Moksony, F. (1990). Small is beautiful. The use and interpretation of R2 in social research. Szociological Szemle (Special Issue), 130–138. https://www.researchgate.net/publication/242329609_Small_Is_Beautiful_The_Use_and_Interpretation_of_R2_in_Social_Research

  • Newman, B. I. (1994). The marketing of the president : Political marketing as campaign strategy. SAGE Publications.

  • O’Cass, A. (2001). Political marketing - An investigation of the political marketing concept and political market orientation in Australian politics. European Journal of Marketing, 35 (9/10), 1003–1025. https://doi.org/10.1108/03090560110401938

  • Omo – Obas, P. (2017). The influence of political party branding on voting brand preference among the youth in South Africa (Unpublished M.Com Thesis). University of the Witwatersrand, Faculty of Commerce, Law and Management, School of Business and Economic Sciences. https://hdl.handle.net/10539/24132

  • Phillips, J. M., Reynolds, T. J., & Reynolds, K. (2010). Decision - based voter segmentation : An application for campaign message development. European Journal of Marketing, 44 (3/4), 310 – 330. https://doi.org/10.1108/03090561011020444

  • Rusch, T., Lee, I., Hornik, K., Jank, W., & Zeileis, A. (2013). Influencing elections with statistics : Targeting voters with logistic regression trees. The Annals of Applied Statistics, 7(3), 1612–1639. https://doi.org/10.1214/13-AOAS648

  • Safiullah, M., Pathak, P., Singh, S., & Anshul, A. (2017). Social media as an upcoming tool for political marketing effectiveness. Asia Pacific Management Review, 22(1), 10–15. https://doi.org/10.1016/j.apmrv.2016.10.007

  • Santekellur, V. J., Hosamani, A. P., & Singh, A. (2014). An empirical study on political communication in the digital age. Indian Journal of Marketing, 44(2), 26 – 36. https://doi.org/10.17010/ijom/2014/v44/i2/80446

  • Sardana, M.M.K. (2017). Advertising campaigns and strategies of political parties (ISID Discussion Notes). http://111.93.232.162/pdf/DN1706.pdf

  • Sharma, P., Gupta, S., & Kapoor, D. (2020). Digital marketing and consumer millennials : A comparative study of men, women, and transgender consumers’ buying behaviour in Punjab. Indian Journal of Marketing, 50(3), 47–57. https://doi.org/10.17010/ijom/2020/v50/i3/151029

  • Stastista. (2019). Most popular social networks worldwide as of January 2021, ranked by number of active users (in millions). https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-ofusers/

  • Tomz, M., & Van Houweling, R. P. (2008). Candidate positioning and voter choice. American Political Science Review, 102(3), 303 – 318. https://doi.org/10.1017/S0003055408080301

  • Trehan, K., & Gupta, A. (2015). Brands explore human relationships for consumer engagement : A critical analysis of television advertising in India. Indian Journal of Marketing, 45(12), 32–46. https://doi.org/10.17010/ijom/2015/v45/i12/84010

  • Warner, B. R., Galarza, R., Coker, C. R., Tschirhart, P., Hoeun, S., Jennings, F. J., & McKinney, M. S. (2019). Comic agonism in the 2016 campaign : A study of Iowa Caucus rallies. American Behavioral Scientist, 63(7), 836–855. https://doi.org/10.1177/0002764217704868

  • Widagdo, S., Armanu, Noermijati, & Rofiaty. (2014). Effect of political marketing mix on constituents’ behavior in selecting candidates and political parties : Theoretical studies in legislative elections. International Journal of Business and Management Invention, 3 (10), 47–54. http://www.ijbmi.org/papers/Vol(3)10/Version-2/F03102047054.pdf


Abstract Views: 340

PDF Views: 1




  • Does Political Marketing Strategy Affect Performance of National Political Parties in Lok Sabha Elections ?

Abstract Views: 340  |  PDF Views: 1

Authors

Pooja Sharma
Associate Professor, Lovely Professional University, Jalandhar-Delhi, G.T. Road, Phagwara - 144 411, Punjab, India
Abhay Grover
Assistant Professor, Lovely Professional University, Jalandhar-Delhi, G.T. Road, Phagwara - 144 411, Punjab, India

Abstract


India is the largest democratic country in the world. It gives the right to its citizens to vote irrespective of their caste, religion, status, or gender. However, the health of a democracy can be influenced by political marketing. The political parties try to influence the voters, but these parties face various challenges in selecting the correct and best strategy to win the elections. Therefore, the present study was conducted to contribute towards existing literature by examining various political marketing strategies and help the politicians or political parties to understand the marketing dimensions such as voter segmentation, candidate positioning, advertisement and campaigning, political rallies, and opinion polls, which can affect the decision of voters. The study used the data of the last three Lok Sabha elections, that is, 2014, 2009, and 2004 for analysis purposes. Panel least square method was applied to analyze the data. The findings of the study provide better insights to political parties while framing their strategies to influence voters.

Keywords


National Political Parties, Lok Sabha Elections, Marketing Strategies, Political Party Performance.

References





DOI: https://doi.org/10.17010/ijom%2F2021%2Fv51%2Fi4%2F158469