Constituent elements of political marketing in creating a positive attitude for voting for a particular candidate

Abstract

This study was conducted to draw the structural model of constituent elements of political marketing in one of the large governmental organizations in Gilan of Iran. For this purpose, we randomly selected 217 subjects who completed the questionnaire. The results showed that seven major factors, economic, political, social, cultural, marketing mix, personality, and supporting individuals and factions, are involved in political marketing. Moreover, the strongest factor influencing political marketing has been economic indicators (p<0.01). Political, social, and cultural factors, as well as marketing mix with standard coefficients of 0.39, 0.30, 0.32, and 0.33, respectively, are the factors that directly predict political marketing (p<0.01), and variables such as personality and supporting individuals and factions indirectly affect political marketing.