Marketing and Management of Innovations

ISSN (print) – 2218-4511 

ISSN (online) – 2227-6718

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Oleksii Lyulyov

Sumy State University | Ukraine

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

Jaroslava Gburova1,* , Beata Gavurova2  , Radovan Bacik3  , Maria Tomasova2

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

     * Corresponding author

Received: 20 April 2023

Revised: 09 September 2023

Accepted: 12 September 2023


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.

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