Decoding Voter Behavior: Investigating the Influence of Political Marketing Mix on Voting Intentions through Political cynicism as a Mediator

Abstract

This research endeavors to examine the influence of the political marketing mix on voting intention, with a discerning focus on the mediating role played by political cynicism. The study adopted a rigorous survey methodology encompassing two distinct phases; initially targeting political candidates in the Punjab constituency, and subsequently soliciting responses from registered voters within their respective constituencies. The data collection process adhered to a meticulously structured multistage cluster sampling strategy. From an initial pool of 500 registered voters, the researcher gathered 384 valid and insightful responses. The analysis of this dataset was conducted employing the highly regarded Smart PLS 4.0, utilizing the structural equation model technique for comprehensive analytical scrutiny. The discerning findings of this inquiry underscore that the political marketing mix exerts a significant and inverse influence on political cynicism, while political cynicism, in turn, exerts a negative impact on voting intention, ultimately yielding a notable effect. Concurrently, the research affirms that the political marketing mix wields a constructive and statistically significant impact on voting intention. The implications of this research are manifold, offering invaluable insights for researchers, practitioners, political candidates, and policy makers alike.