The Circular Correlation Between Institutions, Political Marketing, and the Electoral Process

Abstract

The electoral choices of a nation, combined with the practices of its political establishment and institutions, are a significant factor in the functioning of democracy, prosperity and the overall prospects of the state. Moreover, both political institutions and the surrounding political environment, on the one hand, and the communication intentions and broader political marketing of parties or candidates, on the other, have an impact on electoral behaviour and thus on a country's electoral choices. In this context, the study examines the relationship between institutions, political marketing and the electoral process. Consequently, the specific research considers the impact of political institutions and involves measuring and correlating the elements that make up political marketing with those of electoral motives and perceptions, as well as those of political engagement and measures the cycled relationship between those elements.