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Empirical Research on Political Marketing: a Selected Review


This article reviews empirical research on political marketing. The goal of this selective review is to provide an overview of this body of research that crosses fields including economics, political science, marketing, information systems, and communications in order to make it easier for newcomers to quickly identify key papers and understand the state of the field. The review takes the perspective of the marketing literature and includes a discussion of data sources, modeling and methodological issues, and some selected, prominent topics.

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Correspondence to Mitchell J. Lovett.

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Lovett, M.J. Empirical Research on Political Marketing: a Selected Review. Cust. Need. and Solut. 6, 49–56 (2019).

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  • Political marketing
  • Advertising
  • Social media
  • Negative advertising
  • Heterogeneity
  • Demand estimation
  • Targeting