Unraveling the influence of political marketing on electoral decision-making: A robust analysis with PLS-SEM

Unraveling the influence of political marketing on electoral decision-making: A robust analysis with PLS-SEM

This study examines the impact of political marketing on electoral decisions, even when there is decisional conflict, highlighting its evolution towards more precise and integral communication strategies within political campaigns. Using a quantitative approach applying Partial Least Squares Structu...

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Bibliographic Details
Main Authors: Jorge Alberto Vargas-Merino, Cristhina del Pilar Pillaca-Villarruel, Gian Pierre Silvera-Otañe, Gisela Analy Fernández-Hurtado, Luis Miguel Olórtegui-Alcalde, Alfredo Martín Berrospi-Ytahashi
Format: Article
Language:English
Published: Elsevier 2025-01-01
Series:Social Sciences and Humanities Open
Subjects:
Political marketing
Political communication
Electoral decision
Decisional conflict: PLS-SEM
Online Access:http://www.sciencedirect.com/science/article/pii/S259029112500539X
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