Political participation of citizens is one of the basic preconditions for the existence and successful functioning of democratic systems. The notion of democracy in the literal translation from the Greek language is called the rule of the people, so democracy would not justify its name without the rule of citizens, nor could it function without the minimum level of political participation. Political participation can be seen through three dimensions: electoral participation, conventional political participation (institutionalized activities related to a political party) and unconventional political participation (protestive political activities).
At present, younger but also older and well-established democracies, are facing a decrease in electoral and conventional political participation, trust in systems and institutions, growth of scepticism and cynicism towards politics as well as conventional political participation. The low level of political participation, apart from political, also represents a social problem because it threatens democracy, given that the development of a country as well as its legal and economic functioning are determined by the degree of political awareness and involvement.
One of the tools that can be used to positively influence on the increase of political participation is political marketing which, although sometimes criticized, is gaining greater significance in politics. In political marketing, it is necessary to know the voter and his behaviour in order to influence the voter in the desired direction. Earlier sociological studies have identified various influential factors on political participation, but there is a large unexplored space, especially when it comes to conventional political participation, in the context of political marketing itself. The lack of research in this area is even more present in younger democracies and transition countries.
The purpose of this doctoral dissertation is to contribute to the theory of political marketing and to the theory of political participation through a better understanding of the relationships between the observed potential predictors of political participation intention in order to positively influence them with the activities of political and social marketing. In addition to the stated primary objective, the dissertation seeks to explore and analyse the current level of political participation (electoral participation, conventional and unconventional political participation), to explore potential socio-demographic differences in political participation (gender, age, education, income, religiosity), to perform cluster analysis of voters based on the level of their political involvement and to examine and analyse their socio-demographic and psychographic characteristics for the needs of voter segmentation in political marketing.
The results of the primary research have shown that higher levels of electoral participation are expressed by older citizens, citizens with higher household incomes and citizens with higher rates of religiosity. Greater tendency to participate in unconventional activities have men, citizens with higher household incomes and higher educated citizens. The situation with conventional political participation is also similar: men and citizens with higher incomes are more inclined to it, whereas in the case of education and religiosity, no significant differences were found.
The results of the primary research also found that the intention for conventional political participation are largely influenced by political involvement, ie political interest, perceived political knowledge, participation in unconventional political activities, subjective norms, and satisfaction with previous political choice. By defining the key variable for political participation, political involvement, voter clusters are developed according to the level of political involvement. The results have shown that almost 60% of citizens belong to a cluster of politically apathetic citizens, ie those who are not at all involved or interested in politics. This high percentage is a worrying fact and it is clear that it is necessary to encourage political involvement among citizens.