Winning BOP consumers’ vote using effective political marketing communications within their social networks

ABSTRACT

This study examines how political marketers use the BOP social networks to make their political marketing communications reach and influence the voters at the BOP (Bottom of Pyramid). For this study, structural equation modeling was used to analyze the 1004 responses from BOP voters in West Bengal, India. Despite their strong networks and ties, the findings suggest that BOP communities do not vote for the political party helping (social capital) or representing (social representation) them. They do so while their social networks persuades them to engage in clientelistic and coercive pressures. The empirical model explaining the complex relationship of the need for social capital and representation, perceived persuasion, clientelism, and coercion will help stakeholders working with the BOP segment to get a more nuanced understanding of their voting behavior. This understanding will help them formulate programs and policies to improve the socio-economic conditions at the BOP.

KEYWORDS:

• Voting behaviour
• Base of the Pyramid
• perceived persuasion
• social capital
• social representation

Disclosure statement

No potential conflict of interest was reported by the author(s).

Supplementary material

Supplemental data for this article can be accessed online at https://doi.org/10.1080/13527266.2022.2096098