Posted: Tuesday, April 18, 2017

Atefeh Yazdanparast, assistant professor of marketing, has had a paper accepted for publication in the Journal of Consumer Marketing.

In two experiments, this research identifies new communication approaches through which political marketers can reach out more effectively to voters. The research examines the impact of different WOM/e-WOM political messages (shallow vs. deep) delivered through various communication channels on voters’ message evaluation, believability, attitude towards the message and communication, message involvement, voting intentions, and WOM/e-WOM intentions.

The results suggest that political WOM/e-WOM messages received via different communication modes are perceived differently by age-based voting cohorts.

Also, the complexity of message impacts behavioral intentions of age-based voting cohorts differently. Older (younger) voter cohorts are more receptive to complex and detailed (short and brief) messages. Political message involvement mediates the relationship between message believability and voting intentions as well as WOM/e-WOM intentions.

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