Political marketing is necessary in the democratic, multi-party system. Support of the electorate when in competition with another political candidate/party/program entails a usage of an instrument which will help facilitate victory. Political marketing can positively influence the engrossment of political participation of young voters, and all voters in general. The purpose of this thesis is to contribute to postulations of political marketing, political participation and voter behaviour. By researching relations between political candidates/parties/programs and young voters, young voter behaviour regarding elections and politics in general, influencing factors were determined. As there is a high concentration of political apathy and scepticism, young voters are politically reluctant. The research results have shown that young educated population is not completely aware of the seriousness and impact of politics in their life. They do not fully recognize the role and necessity of political marketing and do not fully understand how do they contribute to national issues solving by performing their civic duty and politically participate by voting. Even though 66.9% of respondents voted on the Croatian presidential election, they still are not significantly affected by political marketing. Lack of political knowledge and general political apathy is present. Young voters are willing to use the Internet and social media to obtain political information and messages, but are not willing to publicly express their opinions and views. They rarely engage in conversations and debates with friends or family. They show high political apathy towards political campaigns, rallies and merchandise. Since they are not certain about particular consequences of the election outcomes, it is important to stimulate political participation by educating and raising awareness of young voters by using political marketing.