| Summary: | This paper examines the complex relationship between voter behavior and political marketing
electoral campaigns, with a particular focus on the decision-making process during electoral
campaigns. The study aims to identify the psychological, social, and communicational factors that
influence how individuals respond to political messages and how these responses translate into
voting decisions. By employing quantitative research based on a structured questionnaire, data were
collected from a diverse sample of voters. The findings show that emotional appeal, candidate image,
and media exposure—particularly via social media—play a critical role in shaping voter perceptions
and electoral choices. The paper concludes that understanding voter behavior is essential for
designing effective political marketing campaigns and enhancing democratic engagement.
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