IDEAS home Printed from https://ideas.repec.org/a/tec/journl/v29y2022i1p548-560.html
   My bibliography  Save this article

The role of political marketing and its importance in Barisan Nasional at Malaysia general election

Author

Listed:
  • Hean Wei Koay
  • Salwa Mokhtar Khairiah

Abstract

This study discusses the political marketing tools based on the research in Barisan Nasional (BN) at Malaysia general election. According to the Malaysian law, the date of the last election and subsequent election is to be held at 5-year intervals. Thus, after GE12 in 2008, GE13 was held in 2013. Since 1969 from Alliance coalition to 1973 BN coalition never lost a general election in parliamentary constituency. The political tsunami in GE12 BN won 140 seats in Dewan Rakyat out of 222 seats, opposition parties such as Pakatan Rakyat (PR) won 82 seats out of 222 Dewan Rakyat of seats in Malaysia (Election Commission of Malaysia, 2008, 2013, 2018). The GE13 result was almost the same as GE12 in which BN won 133 seats in Dewan Rakyat or 47.38% of the votes. Pakatan Rakyat (PR) won the support for 89 seats in Dewan Rakyat or 50.87% of the votes. This is first time BN won in the general election but with less of the votes. In GE12 and GE13 voters started to support the opposition rather than BN. Specifically, direct voter contact, indirect voter contact, dominant party, party leader, gerrymandering, malapportionment, re-delineation, first-past-the-post system (FPTP) are the political marketing tools implement by BN. This paper discusses about political marketing tools employed by BN during general election. Therefore, this paper can provide information to political parties and help them to identify the suitable political marketing tools for coming elections.

Suggested Citation

  • Hean Wei Koay & Salwa Mokhtar Khairiah, 2022. "The role of political marketing and its importance in Barisan Nasional at Malaysia general election," Technium Social Sciences Journal, Technium Science, vol. 29(1), pages 548-560, March.
    • Handle: RePEc:tec:journl:v:29:y:2022:i:1:p:548-560
    DOI: 10.47577/tssj.v29i1.6138
    as

    Download full text from publisher

    File URL: https://techniumscience.com/index.php/socialsciences/article/view/6138
    Download Restriction: no
    File URL: https://techniumscience.com/index.php/socialsciences/article/view/6138/2166
    Download Restriction: no
    File URL: https://libkey.io/10.47577/tssj.v29i1.6138?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Jennifer Lees‐Marshment, 2001. "The Marriage of Politics and Marketing," Political Studies, Political Studies Association, vol. 49(4), pages 692-713, September.
    2. Jennifer Lees-Marshment, 2019. "Marketing Scholars and Political Marketing: the Pragmatic and Principled Reasons for Why Marketing Academics Should Research the Use of Marketing in the Political Arena," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 6(3), pages 41-48, December.
    3. William Case, 2010. "Malaysia’s 2008 General Election – Transition from Single-party Dominance?," Journal of Current Southeast Asian Affairs, Institute of Asian Studies, GIGA German Institute of Global and Area Studies, Hamburg, vol. 29(2), pages 121-156.
    4. Cain, Bruce E., 1985. "Assessing the Partisan Effects of Redistricting," American Political Science Review, Cambridge University Press, vol. 79(2), pages 320-333, June.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Gérard P. Cachon & Dawson Kaaua, 2022. "Serving Democracy: Evidence of Voting Resource Disparity in Florida," Management Science, INFORMS, vol. 68(9), pages 6687-6696, September.
    2. Sayibu Ibrahim Nnindini & Kobby Mensah, 2021. "Political Relationship Marketing: An Examination of Internal Relationship Management in Ghanaian Political Parties," Information Management and Business Review, AMH International, vol. 13(3), pages 30-40.
    3. Matthew P. Dube & Jesse T. Clark & Richard J. Powell, 2022. "Graphical metrics for analyzing district maps," Journal of Computational Social Science, Springer, vol. 5(1), pages 449-475, May.
    4. Homagni Choudhury & Zoltan Laszlo Kopacsi & Gunjan Saxena & Nishikant Mishra, 2021. "The Ethical Dimension in Political Market Orientation: A Framework for Evaluating the Impact of India’s Look East Policy on Regional Income Convergence," Journal of Business Ethics, Springer, vol. 168(2), pages 353-372, January.
    5. David A. Schweidel & Neil Bendle, 2019. "Marketing and Politics: Strange Bedfellows no More," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 6(3), pages 37-40, December.
    6. Dr. Veronica N. Ndubuisi, 2023. "Political Marketing: A Third Force in Political Campaign," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 7(9), pages 444-455, September.
    7. Thomas Gilligan & John Matsusaka, 2006. "Public choice principles of redistricting," Public Choice, Springer, vol. 129(3), pages 381-398, December.
    8. Fernanda Rodrigues Siqueira & Carlos André Silva Müller & Fábio Rogério Morais, 2023. "Public marketing to face wicked problems: theoretical essay for conceptual model construction," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(2), pages 477-489, June.
    9. Hideo Konishi & Chen‐Yu Pan, 2020. "Partisan and bipartisan gerrymandering," Journal of Public Economic Theory, Association for Public Economic Theory, vol. 22(5), pages 1183-1212, September.
    10. Chatterji, Aaron K. & Kim, Joowon & McDevitt, Ryan C., 2018. "School spirit: Legislator school ties and state funding for higher education," Journal of Public Economics, Elsevier, vol. 164(C), pages 254-269.
    11. H. Benjamin Ashton & Michael H. Crespin & Seth C. McKee, 2023. "Dueling incumbent primaries in U.S. House elections," Social Science Quarterly, Southwestern Social Science Association, vol. 104(2), pages 125-139, March.
    12. Janis Bailey & Keith Townsend & Edwina Luck, 2009. "WorkChoices, ImageChoices and the marketing of new industrial relations legislation," Work, Employment & Society, British Sociological Association, vol. 23(2), pages 285-304, June.
    13. Fahed Salim Khatib, 2012. "Factors affecting success of political marketing: a Jordanian electorate point of view," Journal of Economic and Administrative Sciences, Emerald Group Publishing Limited, vol. 28(1), pages 4-27, January.
    14. Artés, Joaquín & Richter, Brian Kelleher & Timmons, Jeffrey F., 2019. "The Value of Political Geography: Evidence from the Redistricting of Firms," Working Papers 291, The University of Chicago Booth School of Business, George J. Stigler Center for the Study of the Economy and the State.
    15. Barbara Masiello & Nicola Moscariello & Pietro Fera, 2018. "Political Marketing Strategies to Foster the Sustainability of Private Transnational Organisations: The Case of the IASB," Sustainability, MDPI, vol. 10(8), pages 1-16, July.
    16. Samuel Merrill & Bernard Grofman & Thomas Brunell & William Koetzle, 1999. "The Power of Ideologically Concentrated Minorities," Journal of Theoretical Politics, , vol. 11(1), pages 57-74, January.
    17. Larry Samuelson, 1987. "A test of the revealed-preference phenomenon in congressional elections," Public Choice, Springer, vol. 54(2), pages 141-169, January.
    18. Corbett A. Grainger, 2010. "Redistricting and Polarization: Who Draws the Lines in California?," Journal of Law and Economics, University of Chicago Press, vol. 53(3), pages 545-567.
    19. Franklin Mixon & Kamal Upadhayaya, 1998. "Does federal electoral redistricting induce congressional quits? An empirical note," Applied Economics Letters, Taylor & Francis Journals, vol. 5(2), pages 61-63.
    20. Jennifer Lees-Marshment, 2019. "Marketing Scholars and Political Marketing: the Pragmatic and Principled Reasons for Why Marketing Academics Should Research the Use of Marketing in the Political Arena," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 6(3), pages 41-48, December.

    More about this item

    Keywords

    political marketing; Barisan Nasional; general election;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:tec:journl:v:29:y:2022:i:1:p:548-560. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Tasente Tanase (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.