Evaluation of cynicism and alienation tendencies on voters in the context of political marketing

While the negative attitude of the voters, who constitute the target audience in political marketing, towards politics expresses political cynicism; the fact that they see themselves completely outside of politics appears as political alienation. The aim of the study is to measure cynicism and alienation tendencies in voters; at the same time, to examine the effects of these tendencies on voters' perceptions of political promotion activities and reasons for political preferences. Online survey method was used to evaluate the relationship between the factors. Factor, correlation and structural equation modelling analyses were applied through SPSS and Smart PLS 4.0 programs. According to the analyses, it has been concluded that cynicism is effective on both voter perception of promotion activities and reasons for political preference, while political alienation has a negative relationship with the promotion variable and is not effective on reasons for political preference. In line with the findings, suggestions were presented for theoretical and practical political marketing.