Decoding Voter Behavior: The Influence of Political Marketing on Electoral Decisions

Junphen Wannarak; Waiphot Kulachai; Patipol Homyamyen; Khwanta Benchakhan

Authors

Junphen Wannarak Faculty of Business Administration and Information Technology, Rajamangala University of Technology Suvarnabhumi, Suphanburi, 72130 Thailand https://orcid.org/0000-0001-6304-1967
Waiphot Kulachai College of Politics and Government, Suan Sunandha Rajabhat University, Bangkok, 10300 Thailand
Patipol Homyamyen Faculty of Business Administration and Information Technology, Rajamangala University of Technology Suvarnabhumi, Suphanburi, 72130 Thailand https://orcid.org/0000-0002-7261-2693
Khwanta Benchakhan College of Politics and Government, Suan Sunandha Rajabhat University, Bangkok, 10300 Thailand https://orcid.org/0000-0002-7689-8051

Keywords:

Campaign finance, Political behavior, Political marketing, Political product, Voter decision-making

Abstract

This study employs a quantitative methodology to examine the influence of political marketing dimensions—promotion, product, price, and place—on voting decisions, utilizing data from 383 participants in Thailand’s central region. The central region was selected for its demographic diversity and socio-political significance, providing a representative context for understanding voting decisions. Data were collected using a structured survey and a 5-point Likert scale. Reliability across all constructs was confirmed through Cronbach’s alpha demonstrating strong internal consistency. Multiple regression analysis via SMART PLS revealed that political promotion and product strategies exert the most substantial impact on voter decisions, while accessibility and price play supportive roles. The findings underscore the critical importance of targeted promotional strategies and well-aligned political offerings in driving voter engagement. Recommendations include leveraging digital platforms and enhancing informational accessibility to increase participation. Although the study’s regional scope and reliance on self-reported data present certain limitations, the results provide valuable insights for political strategists seeking to strengthen democratic engagement and voter turnout in diverse contexts.

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