The use of marketing methods in political campaigns for the young audience

Details

Supervisors

Justinas Kisieliauskas

Faculty

Louvain School of Management

Degree label

Master [120] en sciences de gestion, à finalité spécialisée

Abstract

The research paper addresses the critical role of political marketing in enhancing election outcomes. Despite the increased utilization of marketing techniques in political campaigns, there is a need for continuous innovation to attract voters effectively. This study tackles the research problem: how to use marketing methods in political campaigns for young audience. The object of the study is marketing tools used in political campaigns for young audiences. The study aims to determine which methods of political advertising are most effective in engaging young voters and how these methods influence their voting behavior. The investigation involves a literature review and empirical research using interviews to gather data on voter experiences with different types of political advertising. A quantitative method with descriptive and regression analysis was applied to interpret the data. The results show that political marketing, especially through social media, is the most impactful tool for mobilizing young voters. This confirms that innovative marketing strategies significantly enhance the effectiveness of election campaigns.