The use of negative advertisements by political parties in local elections : a digital marketing analysis

Abstract

Purpose: In recent years, the use of Digital Marketing has become more prevalent in electoral campaigns, that being said, the use of these marketing tools hasn’t been researched in detail in the context of local elections. This study aims to gather information on what type of content local voters are attracted to and would engage with most, and which content is worth advertising and to whom. It aims to investigate the visuals which entice local voters to engage with the advert, with a specific focus on Negative Political Advertisements. Mainly, the locals’ preferences between Comparative Political Advertisements and Attack Political Advertisements will be researched. Research Design: The research objectives were achieved through the distribution of an online survey on social media channels. Research Findings and Implications: The results show that the Maltese population is more attracted to Comparative Negative Advertisements when compared with Attack Advertisements. Aside from this, they would engage more when the advert is sending a message, the advert gives information, makes use of colour and when the advert includes images. Originality and Value: This research discusses the use of Negative Political Advertisements in the local context and enables strategists to understand better which type of content would be ideal for targeting local voters.