Introduction. 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.
Aim of the study. 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.
Keywords: political marketing, political leader, personality, voters’ behavior, emotional intelligence
JEL Classification: M31
