Document Type : Research Paper
Authors
1
Ph.D. Candidate, Department of Business Management, Rasht Branch, Islamic Azad University, Rasht, Iran
2
Associate Professor, Department of Management, Tarbiat Modares University, Tehran, Iran (Responsible author)
3
Assistant Professor of Business Management, Anzali Branch, Islamic Azad University, Gilan, Iran
4
Professor, Department of Management, Payam Noor University, Tehran, Iran.
5
Assistant Professor, Department of Security, Imam Hossein University, Tehran, Iran.
10.22034/mr.2024.5736.5410
Abstract
Designing and explaining the model of the voter's behavior as a consumer in the religious democracy system from the point of view of political marketing
abstract
Political marketing as an interdisciplinary science is looking for new ways to understand and administer new policies with emphasis on influencing people's votes in elections. Accordingly, this science is devoted to explaining and analyzing the behavior of voters, organizations political and governments aim to guide public opinion, in order to maximize political participation in political competitions, especially elections. Therefore, this research seeks to provide a model of voter behavior as a consumer in the elections of the Islamic Council.
The current research is based on the qualitative method of the Foundation's data. The studied population is the elites and experts of the political field based in Tehran, twenty-one of them have been selected for interviews until reaching theoretical saturation by snowball sampling method. The data collection tool is a semi-structured in-depth interview. In the first stage, this research seeks to answer this question from the point of view of elites and political experts, how and by emphasizing on what components can individuals, parties and political movements maximize their voter base and win continuously and long-term in election contests. be The findings show that in the design of the research model there are fourteen dimensions, thirty-one components and eighty-one effective indicators, and in the form of a paradigmatic model there are two variables of causal conditions, three variables of background conditions, two variables of the central category, three strategic variables, and two intervening variables. And there are two outcome variables.
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