Political Marketing Communications in Today's Era: Putting People at the Center

Several studies have focused on the impact of the main communication tools on political performance. However, little academic attention has been given to examine the influence of each communication strategy on voters as "consumers." The researcher aims to test the relationship between each of the four main communication tools (i.e. public relations, media, advertising, and social media) and political performance, and the relationship of each of the aforementioned communication tools with the "offering" of political products that focus on voters. A survey of U.S. politicians indicates that public relations, media, and social media have a significant positive effect on political performance; public relations and social media also have a significant positive impact on the "offering" of products that focus on voters. In turn, the results show a significant positive relationship between political performance and the "offering" of political products that focus on voters.