Drivers of resistance to lebanese political marketing campaigns: an exploratory analysis

Abstract

The objective of this research is to develop a better understanding of the reasons underlying resistance to political marketing campaigns. To our best knowledge, this is the first research studying political marketing through a resistance approach. Drawing on a literature review, this study adopts a netnographic methodology to explore the resistance to political marketing campaigns in Lebanon. The findings show that skepticism, cynicism, apathy, and dissatisfaction have an impact on resistance to political marketing campaigns. Finally, we discuss several relevant theoretical and strategic implications, and point out directions for future research.