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Dedar Mahmud

First Name: Dedar
Surname: Mahmud
Department Dept of Marketing and Management
Supervisor(s): David Gray , Lawrence Ang

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Paper Title

Does Political Leaders/Candidates’ Social Accessibility affect Voter Trust?


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.


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.


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.


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.


Political Candidate, Voter, Trust, Social Accessibility.