The Influence of Political Marketing on Political Behaviour of University Students

Author : Ramazan ASLAN
Number of pages : 2939-2963


There are different factors affecting the behaviour of the consumers within the scope of convetional marketing dicipline. Marketing approaches applied in the political behavior have given birth of new political marketing approaches. In a similar way, there are ample factors effecting voters' behavior within the scope of political marketing. Political parties have been applying distinctive marketing methods to survive from the political competiton and thus marketing activities has a massive importance to gain competitive advantage. For this purpose, political parties and actors start to benefit from the marketing science extensively. The aim of this study is to investigate the influence of political marketing activities on political decisions of students at Adiyaman University. To be able to do that, a quantitative research model has been used in the study. The sample of the research is composed of 464 students who had been studying at the University during the autumn semester of 2018-2019 academic year. The face-to-face survey study is conducted. Since the data were collected in 2019, the Ethics Committee Permission for the study was not required. At the end of the study, it has been found out that that most of the participants think of voting for the same party they had previously voted. They used both traditional media and internet to get information about the marketing activities of political parties. In addition, the electorates are influenced by opinions of people having experience and of intellectuals on political issues.


Political Marketing, Political Behavior, Political Participation, Electorate, Univesity Students

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