مطالعۀ تأثیر ابزارهای بازاریابی سیاسی بر مشارکت عمومی (مورد مطالعه: شهروندان منطقۀ 5 شهر تهران)

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 استادیار مدیریت دولتی، دانشکدة مدیریت، دانشگاه تهران، تهران، ایران

2 دانشجوی کارشناسی ارشد مدیریت بازرگانی، دانشکدة مدیریت، دانشگاه تهران، تهران، ایران

چکیده

امروزه از یک‎سو، چالش سیاستمداران برای نشان‎دادن چهرۀ متمایز از خود و برتری‎یافتن نسبت به رقبا و از سوی دیگر، تلاش برای جلب مشارکت حداکثری مردم در صحنۀ انتخابات، اهمیت بازاریابی سیاسی را بیش از پیش نمایان کرده است. در این پژوهش که از نوع توصیفی ـ همبستگی است و به‎صورت پیمایشی انجام‎ گرفت، تأثیر ابزارهای سنتی و مدرن بازاریابی سیاسی بر مشارکت عمومی رأی‌دهندگان، به‎طور کاربردی سنجیده می‎شود. جامعۀ آماری پژوهش حاضر، شهروندان منطقۀ 5 شهر تهران را شامل می‎شود که برای نمونه‌گیری از روش در دسترس (اتفاقی) استفاده شد و داده‎های آن نیز به‎کمک ابزار پرسشنامه گردآوری شده است. تجزیه‎وتحلیل داده‌ها نیز با استفاده از مدل‌سازی معادلات ساختاری در محیط نرم‎افزار لیزرل انجام گرفت. نتایج پژوهش نشان می‌دهند استفاده از ابزارهای سنتی بازاریابی سیاسی، تأثیری معکوس و معنادار بر مشارکت عمومی رأی‎دهندگان دارد، اما به‎کارگیری ابزارهای مدرن بازاریابی سیاسی بر مشارکت عمومی رأی‌دهندگان، تأثیری مستقیم و معنادار می‎گذارد.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The impact of political marketing tools in public participation (Case study: The citizens of region five in Tehran, Iran)

نویسندگان [English]

  • Abbas Nargesian 1
  • Dariush Tahmasebi Aghbolaghi 2
  • Yashar Dindar 2
1 Assistant Prof., Public Administration, Management Faculty, University of Tehran, Tehran, Iran
2 Master Student of Business Administration, Management Faculty, University of Tehran, Tehran, Iran
چکیده [English]

Today, on the one hand, the challenge of politicians shows their own distinctive face in order to outpace rivals; and on the other hand, for making an effort to attract maximum participation of people in the election, it has made the political marketing significantly more than ever. In this paper, the research method consists of descriptive-correlative performed by survey, which is intended to make practical measurement for the impact of traditional and modern political marketing tools on voter participation. The research’s population included the citizens of region five in Tehran, gathered with random sampling method as well. Descriptive research was used to collecting data. For data analysis, Structural Equation Modeling (SEM) with Lisrel ver. 8.54 was conducted. The results indicate that the impact of the traditional political marketing tools associate with public participation of voters significantly but reversely, while the use of Modern tools of political marketing have direct relation with it and statically significant.

کلیدواژه‌ها [English]

  • political marketing
  • political marketing tools
  • Public participation
  • Voters’ Behavior

مراجع

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