Work

Political Marketing in Malaysia: Emerging Success Factors within A Competitive Electoral Space

Year: 2025

Type: article

Abstract: This study examines the role of relational political marketing in shaping electoral success within Malaysia's competitive political landscape.Using a qualitative research approach grounded in the Straussian school of grounded theory, the study explores how political parties develop voter relationships and adapt marketing strategies to evolving political dynamics.A constructivist epistemology is adopted, employing semi-structured in-depth interviews with practitioners, scholars, and journalists to analyse key themes in political marketing.

Source: International Journal of Academic Research in Business and Social Sciences

DOI: 10.6007/ijarbss/v15-i5/24979

Authors: Syed Izzaddin Syed Jaafar, Abu Bakar A. Hamid, Noor Azlin Ismail, Norazlyn Kamal Basha, Nur Zainatul Nadra Zainol

Institutions: INTI International College Subang, Putra Business School, Universiti Putra Malaysia, Tun Hussein Onn University of Malaysia

Language: English

Topic: Electoral Systems and Political Participation

Subfield: Political Science and International Relations

Field: Social Sciences

Domain: Social Sciences

SDG: Peace, justice, and strong institutions

Open Access status: diamond

OpenAlex ID: W4410176609