UNVEILING THE MECHANISM OF POLITICAL MARKETING MIX ON VOTING INTENTION: THE MEDIATING EFFECT OF CANDIDATE BRAND ENGAGEMENT

Abstract

This study delved into the intricate relationship between political marketing mix (PMM), candidate brand engagement (CBE), and voting intention (VI). Employing structural equation modeling (SEM) on a sample of 384 registered voters in Attock, Punjab, Pakistan, the study examines the mediating role of CBE in the relationship between PMM and VI. The findings reveal a significant positive correlation between PMM and CBE, indicating that effective utilization of PMM elements can foster strong emotional bonds between candidates and voters. Furthermore, a significant positive correlation is observed between CBE and VI, suggesting that CBE plays a crucial role in influencing voting decisions. The study's most compelling finding lies in the identification of CBE as a significant mediator between PMM and VI. This implies that CBE acts as a bridge, channeling the effects of PMM on voting intention. In other words, while PMM can positively influence voter perceptions and attitudes, it is CBE that ultimately translates these perceptions into actual voting behavior. These findings offer valuable insights into the dynamics of political marketing and voter behavior. Political campaigns can leverage these insights to enhance their strategies and effectively engage with voters, ultimately influencing voting decisions. By fostering strong CBE through personalized communication, authenticity, emotional connection, and community engagement, campaigns can create a loyal voter base and increase their chances of success.