THE IMPACT OF POLITICAL MARKETING ON THE VOTERS' BEHAVIOR IN AFGHANISTAN

Abstract

In current political world, the competition amongst politicians intending to achieve important positions by the civilians’ votes is vividly substantial. Therefore, the process of creating favorable social attitudes through a strong campaign to win the voters over in the targeted area for each candidate is highly prominent to identify their importance in reaching a specific goal. Such a campaign is usually via advertisements aiming at selling the politicians' characteristics, ideas, future plans, and leadership abilities and so on which is called political marketing. This study examined the impact of political marketing on the voters' behavior in Afghanistan. The main purpose of this research was helping to solve the problems of politicians, independent candidates and political parties in terms of having a successful campaign (political marketing) in Afghanistan. Additionally, it provided a regular framework and conclusive result for political marketing for electoral, political candidates and political parties in Afghanistan. 199 participants who were eligible to vote were selected as the participants. Utilizing a quantitative method, the required data was collected through a questionnaire. The results of the current study indicated that Personality, Economic, Culture and Political marketing were the key factors affecting the voters' behavior towards voting to a particular candidate.