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This research endeavors to examine the influence of the political marketing mix on voting intention, with a discerning focus on the mediating role played by political cynicism. The study adopted a rigorous survey methodology encompassing two distinct phases; initially targeting political candidates in the Punjab constituency, and subsequently soliciting responses from registered voters within their respective constituencies. The data collection process adhered to a meticulously structured multistage cluster sampling strategy. Populations of the research is registered voters in Pakistan. From an initial pool of 500 registered voters, the researcher gathered 384 valid and insightful responses. The analysis of this dataset was conducted employing the highly regarded Smart PLS 4.0, utilizing the structural equation model technique for comprehensive analytical scrutiny. The discerning findings of this inquiry underscore that the political marketing mix exerts a significant and inverse influence on political cynicism, while political cynicism, in turn, exerts a negative impact on voting intention, ultimately yielding a notable effect. Concurrently, the research affirms that the political marketing mix wields a constructive and statistically significant impact on voting intention. The implications of this research are manifold, offering invaluable insights for researchers, practitioners, political candidates, and policy makers alike.it provided that political cynicism affect the voting intention, keeping in view of this concept strategy could be formulated. [ABSTRACT FROM AUTHOR]

This article shows the use of Twitter that the main official spokespersons of the Spanish government made during the first weeks of the pandemic, with the aim of analyzing how government health campaigns were managed during the exceptional period of the state of alarm to deal with the COVID-19 pandemic and whether the instructions in terms of institutional management of communication to combat the infodemic set by the World Health Organization (WHO) were followed. This research considers the diffusion of official information in different phases of the first three months of the government's action (102 days) from the outbreak of COVID-19 in Spain (March 2020) and how it developed its approach to crisis communication using the Twitter accounts of the President of the Spanish government (@sanchezcastejon), front-line leaders and the Ministry of Health (@sanidadgob), the main public institution responsible for health crisis management with the hashtags #EsteVirusLoParamosUnidos and #COVID-19. The results of a sample of 750 tweets reveal how the official sources used a model of online communication with a particular emphasis on informative and motivational tweets from leaders aimed at audiences (media and the general public). At the same time, there is also an instructive function about the pandemic towards audiences (general public and companies), with the Ministry and health authorities playing a key, proactive role in an attempt to achieve informative transparency to mitigate the pandemic and infodemic. [ABSTRACT FROM AUTHOR]