Abstract
The paper evaluates the impact of advertisements of three leading
political parties of Pakistan; Pakistan Threek-e-Insaf (PTI), Pakistan
People’s Party (PPP) and Pakistan Muslim League Nawaz (PML-N) on
the voting behavior in 2013 General elections. The data was collected
through survey from 200 registered voters from the Punjab Province,
Pakistan. This study concludes that “vote and support” and “advertising
liking” have strong association as the result of loyalty of voters to their
respective political party. In addition, the voters’ loyalties for their
respective political party were also an important factor that reduced the
advertising influence. This study reveals that there is no association
between “advertising exposure” and “advertising impact” on voter
behavior. This study also maintains that there is no relationship
between “information richness of advertisements” and “existing
political knowledge of respondents.”
Noshina Saleem, Mian Ahmad Hanan, T. Tariq. (2015) Political Advertisements & Voters Behaviour in 2013 General Elections of Pakistan: Exposure vs Impact Analysis, Journal of the Research Society of Pakistan, Volume 52, Issue 1.
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