Universitatea din Bucuresti, Facultatea de Administratie si Afaceri

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Double Blind Review Evaluation




ISSN-L 1453-0503
ISSN (e) 2286-170X
ISSN (p) 1453-0503



Elisabeta Queen
No. 4 - 12, District 1,
Bucharest, Romania

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Voters’ Behaviour and the Decision to Vote a Political Leader


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  1. Authors:
      • Ph. D. Assist. Lect. Eleonora Gabriela Conțu, email: eleonora.contu@faa.unibuc.ro, Afiliation: Faculty of Business and Administration , University of Bucharest, Romania

      • 104|111

  2. Keywords: political marketing, political leader, personality, voters’ behavior, emotional intelligence

  3. Abstract:
    In a contemporary context, the role of political marketing is essential in promoting a candidate,
    a political party or the political projects. Also, political marketing is a tool by means of which one can
    mobilize all resources in order to fully meet the voters’ needs and wishes. The main objectives of the study
    are: 1).presenting the political leader’s personality and its importance; 2). theoretical issues regarding the
    main endogenous and exogenous influences on voters’ behaviour in granting a vote to a political leader; 3).
    a representative model of the influence of endogenous and exogenous factors on the voters’ behaviour in an
    electoral context; 4). determining sample size and choosing sampling method; 5). analysis and interpretation
    of survey data. A set of themes and policies used by a candidate in a campaign that can influence the
    voters’ behaviour are presented in this study.

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