Understanding voter behaviour and effective political marketing in developing countries

Dedar Mahmud

Research output: Contribution to journalMeeting abstract


Purpose: The purpose of my PhD project is to understand voter behavior and the effectiveness of political marketing in developing countries (i.e. Bangladesh) and developed countries (i.e. Australia). Specific Purpose: I am currently investigating the influences of leaders’ attributes and policies and will explore the effective marketing activities of political leaders on the voter decision making process and the integration of the relationship marketing model into that process. Design/methodology/approach: In the methodology I will employ a mixed method approach. Interview findings and survey data will be gathered prior to local union or parliamentary elections from Bangladesh and Australia. Structural equations modeling will be used to analyze and interpret the degree of influences among the various identified leadership attributes. Findings: It is expected that the behavior of voters towards a candidate where people and media enjoy maximum freedom of speech and information (such as Australia) compared to behavior in developing countries where these freedoms limited to some extent (i.e. Bangladesh), may be different. Voters may put more emphasis on leaders’ attributes (i.e. Bangladesh) rather than policies and they (voters) may also process the argument/information/campaign in the peripheral route (i.e. Bangladesh) rather than central route (i.e. Australia). Research limitations/implications: This survey research will initially be confined to Bangladesh. Further work in other developing countries would be useful to compare the findings. Practical implications: Based on my model, political or marketing professionals or candidates will be able to identify various segmented voter groups and develop effective marketing strategies and positioning. One of the results of using the model will be the more efficient use of funds in the political marketing budget. Originality/Value: This paper will offer a contemporary understanding of the preferred information persuasion process and voting behavior of voters’ in developing countries.
Original languageEnglish
Pages (from-to)54-55
Number of pages2
JournalExpo 2010 Higher Degree Research : book of abstracts
Publication statusPublished - 2010
EventHigher Degree Research Expo (6th : 2010) - Sydney
Duration: 19 Nov 201019 Nov 2010


  • Political Marketing
  • Leaders/Candidates
  • Voter Attributes
  • Developing Countries


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