THE EFFECT OF PROMOTION MIX OF POLITICAL MARKETING ON VOTER TRUST AND VOTING INTENTION: A STUDY ON SOCIAL MEDIA USERS

Fulya Çeker; Yağmur Kerse

Makale detayları

THE EFFECT OF PROMOTION MIX OF POLITICAL MARKETING ON VOTER TRUST AND VOTING INTENTION: A STUDY ON SOCIAL MEDIA USERS

Yazarlar:

Fulya Çeker | Yağmur Kerse

Yayıncı:

Siirt University

Ana Başlıklar:

İşletme

Dergi:

Ekinoks Ekonomi İşletme ve Siyasal Çalışmalar Dergisi Vol.10 Issue 2, pp.143-159

Belge Tipi:

Makale

Yayın Tarihi:

9/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001299158

pISSN:

2687-4695

Anahtar kelimeler:

Özet:

 In this study, the relationships between the promotion mix of political marketing, voter trust, and voting intention are analyzed. For these relationships, firstly, research hypotheses and model were developed. For the test of these hypotheses, a convenience sampling method was used and usable data were obtained from 429 voters using social media through online and face-to-face survey techniques. These data were entered into the SPSS program and analyses were performed with SPSS 22.0 and AMOS 21.0 package programs. As a result of the analyses conducted in line with the objectives, it was found that the political promotion mix positively effects both voter trust and voting intention. At the dimension level, only the propaganda dimension and the reference groups dimension positively and significantly effected voter trust. Finally, the propaganda dimension positively and significantly effected voting intention.

 In this study, the relationships between the promotion mix of political marketing, voter trust, and voting intention are analyzed. For these relationships, firstly, research hypotheses and model were developed. For the test of these hypotheses, a convenience sampling method was used and usable data were obtained from 429 voters using social media through online and face-to-face survey techniques. These data were entered into the SPSS program and analyses were performed with SPSS 22.0 and AMOS 21.0 package programs. As a result of the analyses conducted in line with the objectives, it was found that the political promotion mix positively effects both voter trust and voting intention. At the dimension level, only the propaganda dimension and the reference groups dimension positively and significantly effected voter trust. Finally, the propaganda dimension positively and significantly effected voting intention.

 In this study, the relationships between the promotion mix of political marketing, voter trust, and voting intention are analyzed. For these relationships, firstly, research hypotheses and model were developed. For the test of these hypotheses, a convenience sampling method was used and usable data were obtained from 429 voters using social media through online and face-to-face survey techniques. These data were entered into the SPSS program and analyses were performed with SPSS 22.0 and AMOS 21.0 package programs. As a result of the analyses conducted in line with the objectives, it was found that the political promotion mix positively effects both voter trust and voting intention. At the dimension level, only the propaganda dimension and the reference groups dimension positively and significantly effected voter trust. Finally, the propaganda dimension positively and significantly effected voting intention.

 Bu çalışmada politik pazarlama tutundurma karması, seçmen güveni ve oy verme niyeti arasındaki ilişkiler incelenmiştir. Bu ilişkiler için öncelikle araştırma hipotezleri ve modeli oluşturulmuştur. Bu hipotezlerin testi için kolayda örnekleme yöntemi kullanılmış ve online ve yüz yüze anket tekniği ile sosyal medya kullanan 429 seçmenden kullanılabilir veri elde edilmiştir. Bu veriler SPSS programına aktarılmış ve analizler SPSS 22.0 ve AMOS 21.0 paket programlarıyla yapılmıştır. Amaçlar doğrultusunda yapılan analizler sonucunda politik tutundurma karmasının hem seçmen güvenini hem de oy verme niyetini pozitif yönde etkilediği bulgusu elde edilmiştir. Boyutlar düzeyinde sadece propaganda ve danışman grubu boyutları seçmen güvenini pozitif yönde ve anlamlı düzeyde etkilemiştir. Bunun yanında oy verme niyetini ise propaganda boyutu pozitif yönde ve anlamlı düzeyde etkilemiştir.

Makale detayları

THE EFFECT OF PROMOTION MIX OF POLITICAL MARKETING ON VOTER TRUST AND VOTING INTENTION: A STUDY ON SOCIAL MEDIA USERS

Yazarlar:

Fulya Çeker | Yağmur Kerse

Yayıncı:

Siirt University

Ana Başlıklar:

İşletme

Dergi:

Ekinoks Ekonomi İşletme ve Siyasal Çalışmalar Dergisi Vol.10 Issue 2, pp.143-159

Belge Tipi:

Makale

Yayın Tarihi:

9/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001299158

pISSN:

2687-4695

political marketing

promotion mix

voter trust

Voting Intention

Social MediaPolitik Pazarlama

Tutundurma Karması

Seçmen Güveni

Oy Verme Niyeti

Sosyal Medya

Sayı

Makale detayları

Yazarlar: Fulya Çeker | Yağmur Kerse

Yayıncı: Siirt University

Ana Başlıklar: İşletme

Dergi: Ekinoks Ekonomi İşletme ve Siyasal Çalışmalar Dergisi Vol.10 Issue 2, pp.143-159

Belge Tipi: Makale

Yayın Tarihi: 9/2023

Belge Dili: Türkçe

Document ID (Org No.): 2001299158

pISSN: 2687-4695

Sayı

Yazarlar:

Fulya Çeker | Yağmur Kerse

Yayıncı:

Siirt University

Ana Başlıklar:

İşletme

Dergi:

Ekinoks Ekonomi İşletme ve Siyasal Çalışmalar Dergisi Vol.10 Issue 2, pp.143-159

Belge Tipi:

Makale

Yayın Tarihi:

9/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001299158

pISSN:

2687-4695