Abstract:

Concept of marketing has become important in political science as in every discipline of science. Political parties have gained a significant functional quality in planning the political marketing activities during electoral periods and mobilising the social and political fractions in regard to the implementation of these activities. Political marketing has become even more important in the political competition gaining momentum. Political parties have benefited from the political marketing to be able to respond to the requests of their voters in this competitive environment. This study primarily aimed to analyse how the electoral promises made by political parties using the strategic political marketing during electoral periods affected the voters and how this effect reflected on the stock exchange. The study also aimed to compare the before and after of electoral periods’ effects on the stock exchange to examine how it changed. The event analysis method was utilized in the study, and it was concluded that the electoral promises mutually had an effect on the BIST100 index despite a limited one.

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