Analysis of the Impact of Advertising on the Change of Voter Behavior of Consumers (Voters) in The Slovak Republic

doi:10.21272/mmi.2023.3-012

Analysis of the Impact of Advertising on the Change of Voter Behavior of Consumers (Voters) in The Slovak Republic

Jaroslava Gburova^1,*, Beata Gavurova², Radovan Bacik³, Maria Tomasova²

University of Ss. Cyril and Methodius Trnava, the Slovak Republic
The Technical University of Kosice, the Slovak Republic
University of Presov, the Slovak Republic

* Corresponding author

DOI: https://doi.org/10.21272/mmi.2023.3-12

Pages: 134-141

Received: 20 April 2023

Revised: 09 September 2023

Accepted: 12 September 2023

Abstract

In this day and age, where we are constantly exposed to advertising messages and information, it is not surprising that advertising also plays a significant role in the political sphere. The impact of advertising on changing voter behaviour in the Slovak Republic is a matter that deserves attention as political campaigns increasingly use advertising techniques and media to achieve their objectives. Advertising in elections is nothing new, but its form and scope have changed significantly with the advent of the digital era. Candidates and political parties are investing heavily in advertising campaigns, which range from traditional media such as television, radio and print to new online platforms and social media. The aim of the paper is to summarize the issue of advertising, as well as to analyse the impact of advertising i on the change in voting behaviour and decision-making of Slovak consumers (voters). The primary information was obtained by actual collection. The sample consisted of 362 respondents. The subjects of the research were consumers living in the region of eastern Slovakia. The obtained primary data were then processed in the statistical program, and Pearson’s chi-squared test and Cramer’s V were used to confirm or reject the established hypotheses. The second hypothesis examined has also been confirmed and shows us that there is a significant relationship between the means of advertising and the gender of respondents. The results of our research can be of benefit to various stakeholders. Political actors and parties will gain valuable information on how to use advertising effectively during campaigns. The media will have a better understanding of the impact of political advertisements and how to improve their services. The public will have a better understanding of the impact of political ads on voter decisions, and the academic community will have new insights to study and research. Overall, these results contribute to the transparency, information and quality of the political process in the Slovak Republic.

Keyword: advertising, marketing communication, political marketing, voter behaviour, political marketing.

How to Cite: Gburova, J., Gavurova, B., Bacik, R., & Tomasova, M. (2023). Analysis of the Impact of Advertising on the Change of Voter Behavior of Consumers (Voters) in The Slovak Republic. Marketing and Management of Innovations, 14(3), 134–141. https://doi.org/10.21272/mmi.2023.3-12

Abstract Views

PDF Downloads

This work is licensed under a Creative Commons Attribution 4.0 International License

References

Ahn, S. J., Kim, J., & Kim, J. (2022). The bifold triadic relationships framework: A theoretical primer for advertising research in the metaverse. Journal of Advertising, 51(5), 592–607. [Google Scholar] [CrossRef]

Boerman, S. C., & Smit, E. G. (2023). Advertising and privacy: an overview of past research and a research agenda. International Journal of Advertising, 42(1), 60–68. [Google Scholar] [CrossRef]

Campbell, C., Plangger, K., Sands, S., & Kietzmann, J. (2022). Preparing for an era of deepfakes and AI-generated ads: A framework for understanding responses to manipulated advertising. Journal of Advertising, 51(1), 22–38. [Google Scholar][CrossRef]

Chytilek, R., Eibl, O., & Matuskova, A. (2012). Teorie a metody politického marketingu. Centrum pro studium demokracie a kultury. [Google Scholar]

Edelson, L., Sakhuja, S., Dey, R., & McCoy, D. (2019). An analysis of united states online political advertising transparency. arXiv preprint arXiv:1902.04385. [Google Scholar] [CrossRef]

Eisend, M., Muldrow, A. F., & Rosengren, S. (2023). Diversity and inclusion in advertising research. International Journal of Advertising, 42(1), 52–59. [Google Scholar] [CrossRef]

Fowler, E. F., Franz, M., & Ridout, T. (2021). Political advertising in the United States. Routledge. [Google Scholar][CrossRef]

Freelon, D., & Wells, C. (2020). Disinformation as political communication. Political communication, 37(2), 145–156. [Google Scholar] [CrossRef]

Harker, M. (2020). Political advertising revisited: digital campaigning and protecting democratic discourse. Legal Studies, 40(1), 151–171. [Google Scholar] [CrossRef]

Ida, E. (2017). The role of customers’ involvement in value cocreation behaviour is value cocreation the source of competitive advantage?. Journal of Competitiveness, 9(3), 51–66. [Google Scholar] [CrossRef]

Kerr, G., & Richards, J. (2020). Redefining advertising in research and practice. International Journal of Advertising, 40(2), 175–198. [Google Scholar] [CrossRef]

Kim, J. (2021). Advertising in the metaverse: Research agenda. Journal of Interactive Advertising, 21(3), 141–144. [Google Scholar] [CrossRef]

Korenkova, M., Maros, M., Levicky, M., & Fila, M. (2020). Consumer perception of modern and traditional forms of advertising. Sustainability, 12(23), 9996. [Google Scholar] [CrossRef]

Kubin, E., & von Sikorski, C. (2021). The role of (social) media in political polarization: a systematic review. Annals of the International Communication Association, 45(3), 188–206. [Google Scholar] [CrossRef]

Lee, H., & Cho, C. H. (2020). Digital advertising: present and future prospects. International Journal of Advertising, 39(3), 332–341. [Google Scholar] [CrossRef]

Lina, L. F., & Ahluwalia, L. (2021). Customers’ impulse buying in social commerce: The role of flow experience in personalized advertising. Jurnal Manajemen Maranatha, 21(1), 1–8. [Google Scholar] [CrossRef]

Lina, L. F., & Setiyanto, A. (2021). Privacy concerns in personalized advertising effectiveness on social media. Sriwijaya International Journal of Dynamic Economics and Business, 5(2), 147–156. [Google Scholar] [CrossRef]

Mahaputra, M. R., & Saputra, F. (2021). Relationship word of mouth, advertising and product quality to brand awareness. Dinasti International Journal of Digital Business Management, 2(6), 1099–1108. [Google Scholar] [CrossRef]

Passyn, K. A., LeBaron, D., & Riggle, R. J. (2022). When Politics Disgust: Emotional versus Rational Processing of Attack Ads. Journal of Nonprofit & Public Sector Marketing, 1–34. [Google Scholar] [CrossRef]

Varnali, K. (2021). Online behavioral advertising: An integrative review. Journal of Marketing Communications, 27(1), 93–114. [Google Scholar] [CrossRef]

Vysekalova, J. & Mikes, J. (2010). Reklama – jak dělat reklamu. Praha: Grada Publishing, a.

Wilson, A. E., Parker, V. A., & Feinberg, M. (2020). Polarization in the contemporary political and media landscape. Current Opinion in Behavioral Sciences, 34, 223–228.[Google Scholar] [CrossRef]

Xu, J. (2020). Unintended effects of advertising: An updated qualitative review. Review of Communication Research, 8, 1–16. [Google Scholar] [CrossRef]

Yunusova, X., & Odilbekova, N. (2022). Advertising slogan as a special issue of advertising language. Science and innovation, 1(B8), 2006–2011. [Google Scholar]

View articles in other formats