تبیین استراتژی‌های تبلیغات سیاسی داوطلبان انتخابات ریاست‌جمهوری

نوع مقاله: علمی - پژوهشی

نویسندگان

دانشگاه تبریز

چکیده

     با‌ توجه‌ به اهمیت نقش بازاریابی سیاسی در موفقیت کاندیداهای انتخاباتی و فرآیند جلب و جذب آراء، بدیهی است ضرورت وجود پژوهشی جامع در این خصوص که ضمن معرفی استراتژی‌ و ابزارهای بازاریابی سیاسی، میزان تأثیر هر یک و رتبه­بندی ابزارها را بیان کند، بسیار مهم و ضروری است. در این پژوهش تلاش شده است ضمن تکیه بر اصول بازاریابی، جایگاه استراتژی­های سنتی و نوین در بازاریابی سیاسی از منظر نخبگان بررسی شود. در‌این‌راستا، پرسشنامه‌ای طراحی شد و 388 عدد بین نخبگان (اقتصاددانان، سیاسیون و حلقه­های نظامی) ایران توزیع شد. سپس داده‌ها به روش معادلات ساختاری مورد بررسی ‌و تحلیل قرار گرفت. نتایج پژوهش نشان می‌دهد که ابزارهای تبلیغات سیاسی بر نگرش­ها و انتظارات نخبگان تأثیر مثبت معناداری دارد؛ همچنین نگرش‌ها و انتظارات بر فرآیند تصمیم­گیری نخبگان نیز تأثیر مثبت معناداری دارد؛ ابزارهای تبلیغات سیاسی از طریق نگرش­ها و انتظارات به‌عنوان متغیرهای میانجی بر فرآیند تصمیم­گیری نخبگان تأثیر معناداری دارد. به‌علاوه، عوامل مرتبط و تعیین‌کننده فرآیند تصمیم‌گیری نخبگان برحسب اولویت عبارت‌انداز: ابزارهای تبلیغات سیاسی، ابزارهای تبلیغات سیاسی از مسیر انتظارات، ابزارهای تبلیغات سیاسی از مسیر نگرش‌ها، انتظارات و نگرش‌ها.

کلیدواژه‌ها


عنوان مقاله [English]

Explaining the Strategies of Political Propaganda for Presidential Candidates

نویسندگان [English]

  • Ali Reza Fazlzadeh
  • Mohammad Reza Anbiyaei
  • Mohammad Ali Motafaker Azad
Tabriz University
چکیده [English]

According to the importance of political contributions in communities on the one hand, and the highlighted role of marketing in the success of candidates on the other hand, whereas, political marketing is a new and scientific way in the process of attracting votes, it is clear that, the necessity of comprehensive research in this regard is a very important and necessary, that in addition to the introduction of traditional and modern effective tools of political marketing, expresses the effect of each of them, particularly ranking the tools. In this study, while relying on the principles of marketing we have tried to determine the status of traditional and modern tools in political marketing from the perspective of the elite. In this study, a questionnaire was designed and distributed among 388 Iranian elites (economists, politicians and military rings(. Data was analyzed by using structural equation modeling. Results of the study show that: Propaganda tools have a positive impact on the elite attitude and expectations, as well as, attitudes and expectations have a positive impact on the elites' decision-making process. Propaganda tools have a significant impact on the decision-making process of elites through attitudes and expectations as an intervening variable. In addition, related and determining factors of the elites' decision-making process include respectively: Propaganda tools, propaganda tools based on expectations, propaganda tools based on propaganda tools based on attitudes, expectations and attitudes.

کلیدواژه‌ها [English]

  • political marketing
  • Decision-Making by Elites
  • Political Marketing Tools
  • Traditional Tools of Political Marketing
  • Modern Tools of Political Marketing
  • Expectations
  • attitudes

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