Innovating Subconscious Voter Engagement In Poland: A Case Study On The Efficacy Of Digital Marketing Strategies By Political Parties In Cultivating Future-Oriented Political Loyalty

Abstract

This research investigates the efficacy of digital marketing strategies employed by political parties in Poland, focusing on subconscious voter engagement and its impact on long-term political loyalty. Utilizing a qualitative approach, the study integrates insights from behavioral studies, political marketing literature, and empirical data collected through in-depth interviews with lecturers and professors from four universities. Findings reveal a diverse array of digital marketing strategies used by political parties, including narrative storytelling and emotive appeals, aimed at engaging voters subconsciously. While these strategies show promise in shaping initial voter attitudes and behaviors, their long-term effectiveness varies across different socio-cultural contexts and segments of the electorate. The study underscores the importance of aligning digital marketing efforts with fundamental European values, such as democracy and human rights, to foster enduring political loyalty and resilience against external threats. Furthermore, the research highlights the need for ethical leadership and transparency in political communication, particularly in the face of propaganda efforts aimed at undermining democratic stability. This study contributes valuable insights to both academia and political practice, offering a foundation for more effective and ethical political marketing strategies in Poland and beyond.