Robert Dobó, *Andrea Sólyom

Abstract:

The purpose of the paper is to look at voter party preference and put its effect into the context of communication channel trust and profession credibility. A lot of factors, including the brand of the sender, the spokesperson, the type of message (textual, verbal, audio-visual), the communication channel, sociocultural background and noise, all have an effect on the credibility of the message. From this perspective, two factors will be analysed according to political party preference; first, communication channel trust, seven of them, and second, the profession of the spokesperson, ten of them. The article explores components influencing credibility and trust and proposes a complex multifactor framework that defines source prestige. The research measures political party preference according to three “freedoms”: 1) Political, 2) Personal, and 3) Economic, based on the subjective value judgment of the respondents using a primary quantitative questionnaire study.

Keywords: Marketing communication, political marketing, credibility