جستجوی مقالات مرتبط با کلیدواژه « بازاریابی سیاسی » در نشریات گروه « علوم سیاسی »

The purpose of this research was to examine the theory of political marketing in order to strengthen the external deepening of the Islamic Revolution. Based on the studies conducted, no scientific and comprehensive research has been done regarding the external deepening of the Islamic Revolution based on the theory of political marketing. Therefore, in this research, by using different approaches of political marketing theory, an attempt was made by explaining the science of political marketing and knowing its components and approaches in cases such as "preservation", "deepening" and "maintenance" of the product, a model to strengthen the external deepening of the revolution. Islamic should be presented. In line with the topic of discussion, the theory of political marketing was processed and planned and it is considered as one of the innovations of this research. In the continuation of the research, by reviewing the research literature and presenting the conceptual model of the research to the experts in this field, it has been tried to discover and analyze the most important challenges of the internal environment of the Islamic Republic of Iran, which can cause the failure of the strengthening of Islamic external deepening based on the theory of political marketing. be placedOne of the most important current challenges of the external deepening of the Islamic Revolution is the presentation of "another model" by the traditional Iranian rival Al-Saud. The political marketing strategy to deal with "fake" and "similar" products to the original product is branding. In fact, it can be said that Iran's best solution to confront the "other model" presented by Saudi Arabia is the branding of the Islamic Revolution. Branding of the Islamic Revolution provides a distinct identity from other similar products (another model) and in this way causes "retention", "deepening" and "maintenance" of the values of the Islamic Revolution in the target society. However, in front of the branding of the revolution, there are various challenges that are affected by the internal environment of the Islamic Republic of Iran, and the primary and main condition for the success of the Islamic Republic of Iran in branding the revolution and its values is to overcome these challenges. Challenges such as economic weakness, corruption, and worldly tendencies of the power elites, etc. can cause the failure of brand-building of the Islamic Revolution.  Political marketing also has a special emphasis on the role of the media and new communication tools in relation to the "maintenance" of the product in the target market. Political marketers believe that new communication tools can penetrate deep into societies by influencing their audience. In the discussion of the external deepening of the Islamic Revolution, the media and new communication tools can provide the basis for the influence of the Islamic Republic of Iran and thus play a vital role in the external deepening of the Islamic Revolution. The third strategy of political marketing is professional marketers, or in the interpretation of this research, deepening ambassadors, and as mentioned, they have a serious duty in the discussion of external deepening of the Islamic Revolution. The role of political marketers is important because new customers are needed to maintain a product in the market. The connection of this issue with the depth of the foreign sector is also due to the fact that in order to preserve and deepen the values of the Islamic Revolution, the scope of the audience of the values of the Islamic Revolution should increase.The fourth and last strategy of political marketing to maintain and deepen the product is strategic marketing, which is designed based on Cutler's political marketing model. The fourth strategy includes three stages of environmental research, internal and external evaluations, and market segmentation. In environmental research, as it has been said, the absence of all-round elites from the target community of external deepening can make foreign deepening strategies ineffective due to the lack of accurate and correct information from the target community. Because these strategies have been determined through an Iranian perspective on the target society, and the reason for their failure will be the same Iranian perspective. Therefore, when in-depth experts want to examine and recognize the different contexts of the target society; They should first remove the Iranian glasses from their eyes and collect data based on the identity and cognitive platforms appropriate to the target environment and complete their aristocracy from the target society. Internal and external evaluations actually examine the most important weaknesses and strengths of the country exporting the product, and its message to foreign experts is to strengthen weaknesses and continue strengths. The third part of strategic marketing emphasizes on market segmentation, and its importance in the discussion of this research lies in warning foreign in-depth experts from adopting a single strategy for all segments of the target society, and this challenge is named in this research under the title of "sameness" damage. Is. In response to the main question of the research, how can using the political marketing theory strengthen the external deepening of the Islamic Revolution? It was also answered that by solving the challenges facing the research model, in strengthening the external deepening of the Islamic Revolution based on the theory of political marketing, we can reach our goals. As it was said, at least at the level of confronting the presentation of "another model" by Iran's traditional rival, Al Saud, based on the theory of political marketing, it can be countered by branding the Islamic Revolution. Another advantage of using this model in the discussion of external depth will be increasing the efficiency of the system and creating attractiveness for foreign audiences. In the end, it can be said that the condition of the success of this model in strengthening external deepening is the comprehensive and not selective action of the model presented in this research.

In the field of marketing, the most desirable scenario involves the company maintaining an optimal level of market share with an increasing trend over time, as well as preventing any decline or reduction in the market share. Concerning political marketing and elections, there is even more necessary to have such a favorable scenario. Based on the significance of customer retention, this approach maintains that a party can win if it secures the largest market share while minimizing customer attrition. It seems to be an essential approach given the nature of political marketing characterized by the intense competition among political parties, the unavoidable impact of social media, the uncertainty about fulfilling campaign promises, and the risky nature of political transactions (cash vs. credit imbalance) —all of which can contribute to the vulnerability of political marketing, hence a declining trend in the voter turnout. Relationship marketing, as a modern marketing technique, can help political activists to mitigate these challenges, offering effective solutions to minimize campaign costs and increase the likelihood of success in elections. Political relationship marketing has been the subject of inquiry in several studies (e.g., Afjeh’i & Khademi-Garashi, 2016; Talari & Mousavi-Shafaei, 2015). Rizan et al. (2014) delved into the impact of relationship marketing on customer loyalty.A declining trend in the number of electoral votes is one of the challenges faced by political parties in Iran. The issue appears to be rooted in their marketing strategies. In fact, political marketing strategies can potentially present a persuasively alluring image of the candidate’s integrity and virtue while covering up their flaws. Consequently, the politician who has been getting promoted is often perceived as an ideal figure. In most cases, voters may not understand the techniques used in campaigns, succumbing to the persuasive tactics employed by the candidate and thus increasing the likelihood of making a mistake in their choice and experiencing early regret. In fact, insufficient knowledge about the candidate or party contributes to such mistakes on the part of voters. Moreover, the inability to retain voters, driven by factors such as a loss of trust and unfulfilled promises, can result in costly and sometimes irreparable damages to political parties. Considering the drawbacks of short-term marketing in the political arena for those involved and the political parties’ desire for sustained power, relationship marketing seems to be a suitable approach to address the shortcomings without compromising market share, fulfill political parties’ electoral aspirations (e.g., frequent wins), and to ensure that voters get to know candidates and political parties adequately and accurately. In this line, the present research investigates the influential factors in political relationship marketing, addressing the following questions: Can relationship marketing help overcome the challenges in political elections? And what factors are influential in establishing and maintaining the relationship?

There are numerous factors behind party wins in the electoral market. However, according to the theoretical framework of this research, establishing and maintaining a robust relationship between parties and voters, leading to voter loyalty, plays a pivotal role in the electoral success of political parties. Relying on a multi-stage conceptual model, the present study aimed to investigate the connection between relationship marketing and the success of parties in the political market and electoral contests. The study is located within the intersection of political science and marketing management. As an applied research involving field work, it adopted a descriptive–survey, correlation-based approach to investigate the research questions. First, the analysis focused on the effect of relationship marketing variables (i.e., commitment, fulfillment of promises, communication, competence, and trust) on satisfaction. The second step involved examination of the effect of satisfaction on voter loyalty. Finally, the research explored the correlation between loyalty, recommendations to others, and revoting, as influential factors contributing to the success of political parties. In the data analysis, the Pearson coefficient and the correlation coefficient were used to understand the relationships between the research variables.

The research findings indicated a significantly direct correlation between relationship marketing principles and voter satisfaction. The results of regression analysis demonstrated that these principles can predict satisfaction. There was also a significant relationship between satisfaction and loyalty, as well as between loyalty and both revoting and recommendation to others. Finally, a significant relationship was observed between success and revoting and recommendation to others.

The research results confirm that the success of political parties hinges on both retaining existing voters and attracting new ones. This process involves distinct stages: generating satisfaction by applying relationship marketing principles, enhancing and transforming satisfaction into loyalty and fandom through the practical implementation of the principles, adopting fan-driven marketing as a result of the loyalty cultivated, and finally giving recommendations to others. The first and second stages are executed through strategic planning and initiatives of strategists, along with the genuine and reassuring conduct of candidates and party executive agents. The third and fourth stages, on the other hand, rely on the active participation of party loyalists and supporters. Furthermore, two practical methods can be employed to attract new voters: direct and indirect recruitment. In the direct recruitment, the party itself leverages relationship marketing principles to draw in a collective of voters. In contrast, the indirect recruitment is facilitated by party loyalists and supporters—mostly represented by previous voters—and their efforts to embark on fan-driven marketing and give recommendations to other voters.

Elections are one of the basic issues in countries whose political system is based on the way elections are held. Candidates use election tools to succeed in election campaigns. One of these tools is advertising. the source of the statistics of these strategies is exploratory interviews. The statistical population in the qualitative section was a university professor, an adviser to a member of parliament, a current and former member of parliament, which is 19 people. In the quantitative section, there were 324 experts in the field of political science.Then the qualitative data analysis has been done. According to the obtained results, the obtained model is divided into eight dimensions of advertising tools, advertising roadmap, image of the candidate, message effectiveness, advertising feedback, voters' political personality, conditions of the electoral field and understanding. Voter behavior was classified. these factors were set in a questionnaire format and to calculate its validity, the desired measure was given to 8 experts and its validity was tested. considering the opinions of the experts, the final questionnaire was distributed to the experts and the information obtained from it was used to examine the research questions. Statistical analysis showed that the obtained model has a good fit

Marketing has expanded in the field of politics as well as business. Political marketing is the process of using tools developed for commercial marketing in political spheres. Parties and candidates have been trying to attract people's attention by using marketing techniques and present their party and representative in the elections as well as possible.In fact, political marketing is a deep link between marketing science and politics. Using the theory of political marketing and using the method of descriptive-analytical research of the type of correlation, the article seeks to answer the fundamental question of what effect did political marketing have on the selection of the winning candidate in the 2020 US election campaign? The hypothesis of the article is that the application of political marketing strategies has had a significant impact on the victory of the winning candidate in the 2020 US elections. The findings of the article show that political marketing has regular processes for assessing the wants and needs of the masses.The results of this study show the effectiveness of the use of political marketing strategies by the winning candidate in the 2020 US elections. Due to the increasing progress of this science in all parts of the world and its emergence in our country, in this article, we have tried to take a brief look at the concept of this science and its practical tools to pay more attention to its practical aspects in the 2020 US elections.

The form of marketing in the world of politics has an important effect on the achievement of political goals by political actors. The existence of a marketing program allows individuals and parties to show a positive and better image of the candidates by considering the diverse interests and needs of the voters through marketing analysis. To win the election, candidates seek to use strategies that focus more on voters than on understanding how political values ​​can be demonstrated by implementing marketing strategies to promote themselves. The present study is a developmental research in terms of orientation and a qualitative approach has been used to collect data and content analysis method has been used to interpret them. The findings of the present study showed that candidates and political marketing strategists should include in the political marketing planning four levels of identifying the constituency and defining them, identifying candidates, positioning the candidate and targeting the voting groups and analyzing the results.

Sport in different areas has political functions. The purpose of this study was an analysis of The nexus of sport and policy through Analysis of sports participation in citizens from a point of view of capacities of political marketing The research was carried out based on an analytical –descriptive method through a field study approach. The statistical population has constituted all Tehran`s citizens over 15 years participating in recreational activities in parks. The sample’s size was 385 persons based on the Cochran formula and the sample was selected by the cluster sampling order to data collection questionnaires of demographic information, the global physical activity questionnaire (GPAQ), and researcher-made questionnaire of political marketing(PMQ) were used. data were ananalyzedhrough descriptive statistics and inferential statistics including Pearson correlation coefficient, Independent-Sample T-Test, Friedman test, and multiple regression. Results indicated that there is a significant relationship between political marketing’s dimensions and sports participation. Besides, there is a significant difference in the political marketing’s dimensions sports participation based on gender. The priorities of dimensions in political marketing are as follows: Program Tools, intellectual Symbols, Partisan and Political Tools, Media and Promotional Tools, Revolutionary Symbols, and Religious Symbols. Political marketing and its dimensions are effective factors on sports participation and it can be used to promote citizens sports participation.

The importance and benefits of applying marketing principles intelligently in the field of politics is not hidden from anyone, so in this study, an attempt has been made to conduct a research with the aim of creating a deeper and more comprehensive understanding of political marketing with emphasis on candidate intelligence. Elections should be presented with a hybrid approach. The research method used in this study is qualitative. Using the meta-combined approach and the seven-step model of Sandlowski and Barroso, the indicators are extracted from previous articles and studies. Out of 714 articles, 48 articles entered the final stage of research and to study the factors affecting marketing. Politics has been used with an emphasis on the managerial intelligence of candidates with a hybrid approach. It then combines, combines, and interprets the findings of these studies to provide a deeper understanding of political marketing with an emphasis on managerial intelligence. Based on the analysis performed in the field of political marketing with emphasis on managerial intelligence using a hybrid approach, 7 themes and 32 codes were identified. The topics extracted in this study include: competitive analysis and analysis, campaign focus, social participation, candidate positioning, environmental focus, party and political tools, and funding strategy. Findings and Achievements The end of the present study has created a relatively comprehensive and complete understanding based on political marketing with emphasis on managerial intelligence.

The purpose of this article is to investigate the effect of political marketing on increasing the soft power component of the Islamic Republic of Iran. The research method was exploratory mixing and semi-structured interviews with 10 experts and the categories were identified by content analysis. In the quantitative phase of the research, with a questionnaire and an expert survey among 46 people from the statistical population, assuming (N = n), the categories were tested using SPSS26 software and the categories were ranked by Friedman test and the validity of the questionnaire was valid in two parts: validity and reliability. Cronbach's alpha was calculated to be 0.895). According to the results, the highest rank belongs to the techniques used in international political marketing with a value of 5.99, followed by the necessities of using international political marketing with a rank of 4.64 and the most significant dimension with a rank of 4.11. The incoherence of programs and strategies in the field of international political marketing was the first limitation in the use of international political marketing and the most effective foreign policy discourse of the Islamic Republic of Iran to use international political marketing, the discourse of international de-escalation with realism and self-determination. In the effective discourse group. Regarding the current situation and position of the country, the position of the Islamic Republic of Iran in terms of history and culture was ranked first in this group, but the position of the country in terms of export products was ranked eighth.

However almost five decades have passed from the beginning of political marketing research in the world and two decades in Iran, the path of research always needs to be reviewed pathologically. Surveys show that the scientific and practical position of political marketing in Iran is not desirable and it is essential to draw out its strengths and weaknesses scientifically for achieving more effectiveness. In this regard, summarization, critical review and providing suggestions for future research are the objectives of this article. To achieve those, a systematic literature review with a critical approach is implemented in order to prepare a description of Iranian political marketing research and also implications for further research. Results indicate that there are four improvable dimensions(including repetitive and limited subjects, a superficial perspective, carelessness about theoretical development and less research in other fields) and three strengths(including exploiting emerging concepts, a strategic and process view, and a problem-solving approach and domestic view) for political marketing research in Iran.

One of the most important solutions for lowering the vulnerability of political participation phenomenon is a multidisciplinary field of research called political branding. Political branding advantages consist of both sides of a spectrum of who choose and who are chosen in a political campaign. In such a circumstance which people’s involvement with politics and political actors is low and people become more disappointed and doubtful about politicians as times goes, political branding can become a leverage for changing this situation to a more hopeful one for mentioned both sides. Political brand can lower the complexity of political environments for voters to decide, so they would tolerate fewer risks for choosing an alternative among others. When voters are exposed to candidates’ political different advertising, this is a political brand and all its elements that help them to choose more determined. This research tries to assess the effect of political brand elements- including ideology, candidate, policies and slogans- of Iranian political trends on voters’ choice in the 2017 Iranian presidential election. In this research, a questionnaire with 31 items had designed and distributed electronically among a sample of 377 students of the University of Tehran. After that, the statistical analysis was implemented through multinominal logistic regression test and by the 26th version of IBM SPSS software. The consequences of our research show that three of four political brand elements of political trends in Iran- including ideology, candidate and policieshave positive effects on voters’ choice at that time.

With the distribution of power in the contemporary world and the transition from mass-populated societies to networked societies, various sciences have come to know about these changes and how they affect them. Political marketing is one of these types of knowledge, as an interdisciplinary and modern science, using the knowledge of management, communication and political science and utilizing market rules to understand the use of power in the modern space and the type of human political action and influence. On it. In this regard, the political marketing plan based on indigenous frameworks and its recognition and redefinition based on these frameworks is important. In this research, using the concept of political marketing and its design based on the triple model of Islamic political thought, it has attempted to take a step toward designing contextual frameworks for designing indigenous political marketing methods. The main question in this study is how is the political marketing methodology based on the Islamic political triple model? This is an applied-developmental research. Documentary method with library techniques was used for data collection and interpretive method with qualitative analysis was used for data analysis. Based on the findings of the research, the triple analysis approach with the fundamental concept of need is considered as a suitable model for the political marketing methodologies.

These days, elections become a professional field for tough competitions between candidates. In this situation, much money and high level of social capital are not guarantees for winning elections, but rather focusing on scientific updated consequences about electioneering is the key to win. However a useful framework for campaigning can have a great effectiveness on voters with minimum error. In this research we tried to design a model for campaign management in two separate phases: first the leading dimensions of campaign management were identified with documentary studies and focus groups, then the main model was extracted by the ISM modelling technique. The consequences show that the most effective part in the campaign management process is recognizing people’s needs. The next part is recognizing the competitors and also the competition field which the election course would be based on it. In the following, the election course will affect the political advertising management, managing different groups of voters’ behavior and also the campaign organizational structure. These parts and their interdependence can play a prominent role in the formal period of election advertising in different political systems.

The purpose of this study is to investigate and determine the effect of political marketing mix and brand equity of political parties on voter commitment and loyalty in Iran. The statistical population of this study is eligible citizens in Tehran in 1396. The statistical population of this study is citizens eligible to vote in Tehran. For this purpose, 384 people were selected by available random sampling method. The instrument used in this research was a questionnaire that 14 questions were distributed to measure the political marketing mix, 24 questions to measure brand equity and 2 questions to measure voter commitment and 2 questions to measure voter loyalty were distributed among respondents. The findings were analyzed using LISREL software and the results showed that the political marketing mix has a direct and significant effect on brand equity and voter commitment and loyalty. It was also found that high brand equity can, as a mediating variable, strengthen the relationship between political marketing mix and voter commitment and loyalty.

In the political systems, competition between political actors with the aim of gaining power and influencing voters ‘decisions, depends on how they market their political activities. The lack of deep understanding of the people image towards the politicians and factors influencing public political and social behaviors create problem in achieving political goals. The purpose of the present study is to create a clear picture of the depth of the minds of the Iranian voters towards the ideal brand of the president in Iran. This research is conducted by a phenomenological approach and in order to determine the conceptual map of the ideal brand of the president has conducted in-depth interviews along with the ZMET technique. It should be noted that the statistical population of the present study is targeted from Iranian over the age of 18 who have at least participated in one presidential election. Also, after conducting 14 interviews, the researcher reached theoretical saturation and a consensus map of the ideal presidential brand was extracted. The central structures included in the consensus plan are: Advanced Iran, Economic Improvement, Development and Culture Improvement, Relaxation, Tourism Attention and Development, Committed, Justice-seeking, Global Communication, Environmental and Pragmatic, which should be included in market campaigns. Presidential policy to increase public participation in elections.

The use of modern marketing tools, such as neuromarketing, has expanded in recent research, and by considering the numerous investments in the use of these tools in the political elections of developed countries, this tool can play an important role in recognizing and examining voters' preferences. In addition, according to many investigations, considering thinking style of individuals can be the reliable predictor of individual’s decisions and behaviors. In this study, by using eye-tracking tool, researchers aimed to assess the impact of thinking style on visual attention of voters during observation of political advertisements published on social networks. Based on previous researches, thinking style has had great influence on visual attention of individuals. The result show that intuitive thinking style leads in paying more visual attention to the pictures in comparison with the texts as well as paying more visual attention to candidate pictures as opposed to conceptual pictures. Meanwhile, rational thinking style leads in paying more visual attention to texts in comparison with pictures as well as paying more visual attention to the conceptual pictures than the candidate pictures (F>3.5, 0.01<p-value<0.05).

Today, political orientation is one of the essentials of human societies in modern times, being one of the most influential factors in the countrychr('39')s decision-making and executive processes, as well as the link between the people and political sovereignty. The purpose of this study is to analyze the role of political marketing, political culture and social capital on political Trend. This is a descriptive-correlational study and a five-point Likert questionnaire was used to collect data. Its content validity was confirmed by experts, academics, and expert experts. Reliability of the instrument was at a good level by calculating Cronbachchr('39')s alpha (./805). The statistical population of this study is the citizens of Tehran. Data were analyzed using SPSS tools and Smart PLS software. The findings showed that the role of political marketing on social capital (T: 18/134), political culture (T: 12/749) and political Trend (T: 2/628) as well as the role of social capital on political Trend (T: 4 / 882) is meaningful and positive, but the role of political culture in political Trend (T: 1/092) was not confirmed.

Political advertising is one of the most important practical tools of political marketing communications, and it can be divided into two forms in terms of content: Positive political advertising and negative political advertising. One of the most significant applications of negative political advertising is to mobilize people to participate in elections as well as increasing the number of voters during elections. In addition, the candidates and political parties use this kind of advertising to weaken their competitor's position. The aim of the study is to investigate the impact of negative political advertising through voting intention on voting preference. We have applied descriptive and inferential analysis methods. The questionnaire has been used for data collection. Our study consisted of all people that are eligible to vote in Tehran. Thus, our samples include 455 people living in different area of the city. Further, we used correlation methods and logistic regression models in order to test the hypotheses. The results show that negative political advertising can have an impact on the willingness of voters to vote. However, this effect has not been seen in all aspects of negative political advertising.

Given that political marketing has come from the behaviors of reality in political affairs to universities, and has been theorized in the faculties of political science, so existing theories are usually the only ones explaining the facts and usually the deeper and deeper layers of science, the less these theories. Is taken into consideration. Accordingly, and as political market players need a more cognitive and cognitive model for conducting political affairs, in particular, understanding the factors that influence voter behavior, they can both effectively and accurately identify voter behavior. To predict behaviors and ultimately vote to avoid errors in political forecasting and planning, the researcher first criticizes existing political marketing theories and then presents a neural (cognitive) model of political marketing. Based on research by the researcher. The author's point of view in critiquing political marketing patterns is based on the marketing perspective and has been examined on this basis. Finally, the researcher presented the cognitive marketing model (basal nerve) as a functional model based on the function of the nerves and the way the human brain works. The model presented in this study is presented in three levels: Level 1, the level of voters and voters, which focuses more on the internal and psychological issues that have cognitive origins; And there are domestic laws; the third level, the political environment abroad, which includes the international media and international political institutions. The Delphi method was used to design the model. The Delphi panel was comprised of specialists in cognitive and neuroscience, political science, and marketing science. Given that the model should be tested, the researcher used a pls tool to test the model with 384 respondents from over 18 years of Iranian political affairs inside and outside the country using a questionnaire. Other parts of the model in this study have been tested by the Delphi method.

The Islamic Revolution, as one of the greatest political developments in contemporary history, which has led to its divine ideals, has led to the revival of moral and human values ​​in the field of politics, can be studied. In this regard, one of the most important goals of the Islamic Revolution is the issue of issuing the Islamic Revolution, but the lack of systematic frameworks in this regard has always been a serious obstacle to the operationalization of this goal. One of the most controversial issues in this regard is how to use the modern scientific frameworks to transfer the values ​​of the Islamic revolution. In this research, we have tried to use a political marketing method to move towards the design of a practical framework in this regard. What are the features of the Islamic Republic's export-based framework based on the political marketing method of baseline action? As the main question of this research is. Political marketing is a relatively new way, which acts in the direction of accepting value in the audience and is able to address it in this regard. This research is of an applied-development type. For data collection, documentary methods have been used with library techniques and interviews. For data analysis, a qualitative analysis of the interpretive method has been used. In this regard, in this research, it has been tried to explain the concepts and dimensions of political marketing by defining the political marketing framework. On the other hand, by explaining the rules of the issuance of the Islamic Revolution based on this framework, the stage of political marketing of the Islamic revolution of the Islamic Revolution took place.