- Position: PhD Student - Department of Marketing and Management
- Load: PhD Student Full Time
- Principal supervisor: David Gray
- Associate supervisor: Nick Parr
- Date of submission: 01/01/2003
- Thesis title: The Role of Leaders Personality Image in the Marketing of a Political Party
- Purpose: Previous studies in relationship marketing have indicated that, social accessibility comprises many different dimensions (i.e., cognitive access, social access, communication access). However, there is a lack of research in political marketing in relation to social accessibility. This study aims to explore the salient antecedents of political accessibility.
- Originality: This study focuses on exploring political accessibility and its key antecedents. It furthermore, seeks to identify whether the degree of political accessibility has any effect on voter trust.
- Design/methodology/approach: Four focus groups will be conducted with adult Australian citizens of voting age. The groups will be ranged in size from 6-10 participants and will be stratified based on gender and ethnicity. Focus group interviews will enable the collection of in-depth information, perceptions and behaviour about political accessibility.
- Findings: It is believed that political accessibility is an important enabling variable in developing trust between the voter and the political candidate. Preliminary findings from an extended literature review indicate that a leader’s/candidate’s social accessibility could also affect trust and subsequently influence the relationship strength between the voter and the candidate.
- Research limitations/implications: This qualitative research will initially be confined to Australia. Further work in other developed and developing countries would be useful to compare the findings and to increase generalizability.
- Practical and social implications: Understanding of social accessibility in the political context will benefit political parties, candidates and professionals through meeting voter needs and meeting expectations and improving political candidate –voter relationships.
- Keywords: Political Candidate, Voter, Trust, Social Accessibility.