Impact of Marketing on Performance of Political Parties in Elections: With Special Reference to Delhi

Authors

  • Nidhi Aggarwal Assistant Professor, Department of Management Science, Tecnia Institute of Advanced Studies, Delhi, India Author
  • Amit Kumar Assistant Professor, Department of Management Science, Tecnia Institute of Advanced Studies, Delhi, India Author
  • Rajni Bansal Assistant Professor, Department of Management Science, Tecnia Institute of Advanced Studies, Delhi, India Author

Keywords:

Elections, Marketing Communication, Political Parties, Political Advertising, Political Marketing

Abstract

As one of the most competent and crucial components for the  growth of any entity, whether it is a brand, a product, or a  person, marketing is regarded to be one of the most vital  factors. The same may be said for the political world in which  we now live. Due to the rising rivalry among political parties,  they have little choice but to market them in such a way that  they can defend themselves as the greatest of all. Political  parties have been increasingly employing marketing strategies  in recent years, which has evolved into what is now known as  political marketing. Researchers will shed some insight on the  growing significance of marketing as a communication channel  for politics and political parties in this study. Despite the  availability of internet news coverage, the general population is  frequently misinformed about political topics and news that  should be covered by political marketing, and as a result, this  notion is gaining traction as it aids in analyzing voter behavior.  The goal of this study is to comprehend and demonstrate the  use of marketing as a powerful tool in the field of political  marketing in general. Although various studies have been done  on the impact of marketing during the past decade, there are  vital possibilities for more research in the future on the  marketing impacts in various fields such as healthcare, the food  industry, and many more. 

Downloads

Download data is not yet available.

References

V. K. Nangia, R. Agarawal, V. Sharma, and K. S. Reddy, “Conglomerate diversification through cross-continent acquisition: Vedanta weds Cairn India,” Emerald Emerg. Mark. Case Stud., vol. 1, no. 1, pp. 1–15, 2011, doi:

1108/20450621111127430.

S. Martín-Barbero, “Web Recommunication: The Political Brand Identity Conceptual Approach,” Corp. Reput. Rev., vol. 8, no. 4, pp. 339–348, 2006, doi: 10.1057/palgrave.crr.1540259.

H. Smith, “The locative imaginary: Classification, context and relevance in location analytics,” Sociol. Rev., vol. 68, no. 3, pp. 641–658, 2020, doi: 10.1177/0038026119878939.

S. Kashmiri and V. Mahajan, “Values that shape marketing decisions: Influence of chief executive officers’ political ideologies on innovation propensity, shareholder value, and risk,” J. Mark. Res., vol. 54, no. 2, pp. 260–278, 2017, doi: 10.1509/jmr.14.0110.

G. Stobbe, Just Enough ENGLISH GRAMMAR, vol. 4, no. 1. 2013.

B. K. Balo and N. M. Shawon, “Use of Social Media in Election Marketing in Bangladesh: Its Impact on Voting Behavior,” Khulna Univ. Bus. Rev., 2019, doi: 10.35649/kubr.2018.13.12.1.

A. Denisova, “How Vladimir Putin’s Divorce Story Was Constructed and Received, or When the President Divorced His Wife and Married the Country Instead,” M/C J., vol. 17, no. 3, 2014, doi: 10.5204/mcj.813.

I. Mergel, “OpenCollaboration in Public Sector: The case

of social codign on Github,” Gov. Inf. Q., 2012.

D. Papaxanthi, E. Kartsounidou, and Ι. Andreadis, “Measuring the Impact of Candidates’ Tweets on their Electoral Results,” ECPR Gen. Conf. 2020, 2020.

P. Schofield and P. Reeves, “Does the factor theory of satisfaction explain political voting behaviour?,” Eur. J. Mark., vol. 49, no. 5–6, pp. 968–992, 2015, doi: 10.1108/EJM-08-2014-0524.

D. Maryani, “The Analysis Of Political Marketing Mix In Influencing Image And Reputation Of Political Party And Their Impact Toward The Competitiveness Of Political Party The Survey Of Voters In West Java Province,” Int. J. Sci. Technol. Res., vol. 4, no. 11, pp. 101–111, 2015.

T. Giasson, A. Marland, and J. Lees-marshment, “Political Marketing in Canada ...... Edited by Alex Marland , Thierry Giasson ,” no. May 2016, 2012.

V. Kumar, “Political marketing in india: A review of key strategies,” Int. J. Sci. Technol. Res., vol. 8, no. 11, pp. 3537–3542, 2019.

S. Si, “POLITICAL MARKETING : AN EMERGING THEORY,” vol. 40, no. 1, pp. 103–113.

A. O’Cass, “Political marketing and the marketing concept,” Eur. J. Mark., vol. 30, no. 10/11, pp. 37–53, 1996, doi: 10.1108/03090569610149782.

Downloads

Published

2021-11-30

Issue

Vol. 8 No. 6 (2021): International Journal of Innovative Research in Engineering & Management (Nov) 2021

Section

Articles

How to Cite

Impact of Marketing on Performance of Political Parties in Elections: With Special Reference to Delhi . (2021). International Journal of Innovative Research in Engineering & Management, 8(6), 933–938. Retrieved from https://acspublisher.com/journals/index.php/ijirem/article/view/11997