The influence of political advertisements on voter's intention: a case study of main stream political parties of Pakistan

Abstract

The purpose of this study is to look into how voters' intentions are affected by political advertisements from Pakistan's major political parties, such as the Pakistan Peoples Party PPP, Pakistan Muslim League Nawaz, PML-N, and Pakistan Tehreek Insaf, PTI. This study used a quantitative methodology, and 1,000 people were surveyed. Data was collected from five main divisions of Pakistan. The study's findings demonstrated that favorable attitudes towards PPP, PML-N, and PTI commercials positively impacted attitudes towards these political parties. The findings showed that favorable perceptions of the PPP, PML-N, It was also discovered that voters' intentions were influenced to support PML-N and PTI by positive attitudes towards their commercials, but not the PPP by positive attitudes towards its advertisements. Positive cognition regarding the PML-N and PTI advertising was found to influence voters' intentions in favor of these parties, whereas positive cognition regarding the PPP advertisements did not influence voters' intentions in favor of the PPP. The findings additionally indicated that voters' intentions were surveyed in favor of PML-N and PTI by favorable perceptions of these parties, but not in favor of PPP from positive perceptions. The results of this study show that political commercials are effective instruments for forming opinions and have a big influence on voters' intentions.