Enhancing Voters’ Satisfaction towards Political Marketing through Party Characteristics (Policy, Issue) and Candidate Image

Abstract

This research examines the influence of party characteristics and candidate image on voters’ satisfaction of political marketing industry in the context of Jordan. The researcher employed partial least squares - structural equation modeling (PLS-SEM) technique to test the influences resulted from party characteristics and candidate image on voters’ satisfaction. Moreover, to determine the relationship between each variable. The results show that the proposed model of party characteristics and candidate image explains voters’ satisfaction well. Accordingly, this paper discusses these factors for enhancing voters’ satisfaction by party policy, party issue, and candidate image.

Keywords: party policy, party issue, candidate image, voters’ satisfaction.