Several studies have focused on the impact of the main communication tools on political performance. However, little academic attention has been given to examine the influence of each communication strategy on voters as “consumers.” The researcher aims to test the relationship between each of the four main communication tools (i.e. public relations, media, advertising, and social media) and political performance, and the relationship of each of the aforementioned communication tools with the “offering” of political products that focus on voters. A survey of U.S. politicians indicates that public relations, media, and social media have a significant positive effect on political performance; public relations and social media also have a significant positive impact on the “offering” of products that focus on voters. In turn, the results show a significant positive relationship between political performance and the “offering” of political products that focus on voters.

一些研究集中在主要沟通工具对政治绩效的影响上。但是，很少有学术研究关注每种交流策略对作为“消费者”的选民的影响。研究人员旨在测试四种主要沟通工具（即公共关系，媒体，广告和社交媒体）与政治绩效之间的关系，以及上述每种沟通工具与政治产品“提供”之间的关系。专注于选民。对美国政客的一项调查表明，公共关系，媒体和社交媒体对政治表现具有重大的积极影响。公共关系和社交媒体对以选民为对象的产品的“提供”也具有重大的积极影响。反过来，