Political Advertising and Voting Behaviour in India: The Mediating Role of Voting Decision Involvement

DOI: 10.5176_2251-2853_1.1.8

Authors: Kavita Sharma

Abstract:

Political campaigning is one aspect of any election system and it includes the use of many forms of communication tools including political advertising. As compared to other allocated for the purpose of political advertising and that too across various political parties in India.

Keywords: Relevance; perceptions; voting decision involvement; cognitive, affective and conative behaviour; issue awareness; laboratory experiments; field survey; information sources;