Abstract:
Political actors aim at persuading voters, who are the key elements of target
market in order to win election by gaining a higher vote potential than their opponents.
Whether voter preferences are shaped by political elements or by the effects of social
environment has become the focus of the studies within the relevant literature. The
main purpose of this study is to determine the effect of political marketing activities and
word of mouth communication and to determine mediator role WOM communication
on voter behaviours. The study is conducted in Konya on a sample consisting of 432
voters and the size of which is determined by convenience sampling method by using
face-to-face survey method. Political marketing, word of mouth communication and
voter behaviours are confirmed by structural equation modelling through confirmatory
factor analysis. As a result of the study, political marketing activities and word of mouth
communication are found to have a positive effect on voter behaviour. Furthermore, it
is determined that word of mouth communication have mediator role in the effect of
political marketing activities on voter behaviours
