EVALUATING THE PERCEPTION OF MARKETING COMMUNICATION IN POLITICAL MARKETING FROM A GENERATIONAL PERSPECTIVE

Abstract

The objective of this study is to examine whether there are disparities in the perception of marketing communication in political marketing among female voters based on different generations. This research distinguishes itself from previous studies in the field by focusing on assessing the perceptions of female voters according to their generational cohorts. To achieve this aim, a research model was proposed using a scale derived from existing literature, aligning it with the study's objective. The collected data was analyzed using the SPSS 22 statistical package, employing descriptive statistics to ascertain the socio-demographic characteristics of the participants. Various statistical analyses, including reliability testing, the KMO test, factor analysis, correlation analysis, ONEWAY ANOVA, and post hoc tests, were conducted on the dataset. The results of the factor analysis revealed the presence of three distinct factors, consisting of different sets of items, labeled as “Marketing Communication,” “Advertisement,” and “Political Product.” Based on the conducted analyses, it was concluded that the Baby Boomer generation may exhibit a higher sensitivity compared to other generations towards various advertising channels such as print and digital media, political leaders, and party rallies.