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

Document Type : Research Paper


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


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.


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