Political Marketing: A Case Study of Thailand's General Election in 2019

Abstract

This research explores the strategies employed in political marketing and their impact on the outcomes of the 2023 elections. The findings reveal that most politicians have shifted their focus from policy-driven campaigns, similar to the conceptual framework of political marketing in 2019. Consequently, the marketing materials for this election are aligned with this approach, diminishing the prominence and appeal of political policies. In a scenario where everything appears similar, this uniformity prompts consumers or voters to alter their decision-making process. They resort to the Bandwagon Effect, wherein they tend to align themselves with the majority's choice, or they seek out charismatic politicians (Glittering generalities) or ordinary individuals (Plain folks) who are more relatable than political representatives.