The Impact of the Religiosity on the Advertising Persuasion: Context of the Political Marketing - Frame of Reflection and Try of Modelling-

Abstract

From the current political situation in the Arab world, resulted a smooth confrontation between modernity and radicalism. It's a real identity crisis. Religion was even the core campaign's means to gain sympathy and to attract the maximum of voters. The match between those two areas (the religious marketing and the political marketing) is not so much obvious due to their heterogeneous logics. The Marketing researchers are shouted out by this phenomenon from which raises many managerial questions. The target of our research is to study the impact of the religiosity on the advertising persuasion: context of the political marketing taking into consideration the socio-demographic characteristics of the electoral platform. A review of literature and a frame of reflection will permit to encircle the various relations between these variables to end to our model.