مطالعات مدیریت راهبردی (Jun 2018)
Explaining the Strategies of Political Propaganda for Presidential Candidates
Abstract
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.
