Abstract

This study aims to design a native political marketing paradigm model for the Islamic Consultative Assembly elections using a mixed-methods approach (quantitative and qualitative) and a convergent method. In the qualitative section, the grounded theory method based on Strauss and Corbin's theory was utilized. Data were collected through semi-structured interviews with 21 political experts actively involved in electoral competitions using purposive and snowball sampling methods. For validating the qualitative section, expert review (validity) and retest (reliability) methods were employed. The findings revealed that in designing the research model, 6 dimensions, 14 main components, 31 sub-components, and 81 effective indicators were identified. These were categorized into a paradigmatic model including two causal conditions variables, three contextual conditions variables, two central category variables, three strategic variables, two intervening variables, and two outcome variables. In the quantitative section, a descriptive-survey method was used with a researcher-made questionnaire consisting of 81 closed-ended questions. This questionnaire was distributed among 384 employees of various departments and organizations, as well as graduate students from different social strata in Tehran, using stratified random sampling. The collected data were analyzed using structural equation modeling with SPSS, Smart PLS, and Amos software.