Effect of Voters’ Demographic Profiles, Political Participation and Commitment Levels on Political Promotion Mix Elements: Case of Adana
Abstract
Political parties and
candidates intensively use political promotion activities to reach voters
during election campaigns. They develop relationships with the voters via
campaigns to influence their voting behavior. It is important to measure
influence of campaign activities on voters’ behavior in order to organize
election campaigns for the next elections. This study aims therefore at
determining influence levels of campaign activities involving political
promotion mix elements and discussing whether such levels differ in terms of
demographic characteristics, political participation levels and commitment
levels of voters in Adana. Pursing this aim, a field research was organized and
conducted in Adana analyzing June 7, 2015 parliamentary elections. Six
hypotheses, which were developed in relation to level of being influenced by
political promotion mix elements in line with the purpose of research, were
tested. Significant differences were observed between demographic
characteristics of voters (age, marital status and education level) and their
levels of being influenced by political promotion. Moreover, there is
significant difference between political participation level of voters and
their levels of being influenced by political promotion. Significant difference
is also found between commitment level of voters and the levels of being
influenced by political promotion. However, no significant difference was
observed between gender of voters and their levels of being influenced by
political promotion. In conclusion, study results present that voters are
influenced from all activities involving political promotion mix elements at
different levels.
Keywords
Political Marketing,Political Promotion Mix,Electoral Campaigns
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