Presenting the political marketing model for the Islamic Council elections: a qualitative survey with the foundation's data approach

Ebadi, Hossein; Heidariyeh, Seyed Abdullah; Vakil Alroaia, Younos

doi:10.22034/ipsa.2024.509

Presenting the political marketing model for the Islamic Council elections: a qualitative survey with the foundation's data approach

Document Type : Research Paper

Authors

Hossein Ebadi ¹

Seyed Abdullah Heidariyeh ²

Younos Vakil Alroaia ³

¹ Ph.D. student of Business Administration, Semnan Islamic Azad University, Iran

² Associate Professor, Department of Management, Islamic Azad University, Semnan Branch, Iran

³ Associate Professor, Department of Management, Entrepreneurship, Ideation and Commercialization Research Center, Semnan Branch, Islamic Azad University

https://doi.org/10.22034/ipsa.2024.509

Abstract

Today, due to the increasing acceleration in the development of communication technologies and its impact on all aspects of life and the formation of new conditions in the political and social scene all over the world, political marketing has taken on new dimensions and has become much more complicated than before. Due to the extent of these changes, it is necessary to use new generations of political marketing. In the current research, a qualitative study has been conducted in order to present a political marketing model for the country's elections. In this research, the foundation method of Strauss and Corbin's model was used and it was progressed to the satisfaction of the interviewees. A total of 26 in-depth semi-structured interviews were conducted. From the text of the interviews, 2027 open codes and 21 categories were identified. Atlas TI software version 8 was used for coding, and the identification components and conceptual model of the research were drawn. The central phenomenon of the research is "political rationality mediated by reality." "Objectives" and Strategies include: (differentiation and anti-discrimination, sharing awareness and definition of soft norm) and consequences (including: civil awareness, citizenship rights, political and human development, pluralism in power and strengthening democracy).

Keywords

Political marketing

foundation data theory

citizen rights

democracy

political rationality

20.1001.1.1735790.1402.19.1.5.5

Subjects

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