Document Type : Original Article
Authors
1
Management,;Marketing Management ;Azad University; Ajabshir;Iran
2
Assistant Professor of Management, Ajabshir Branch, Islamic Azad University, Ajabshir, Iran
3
Assistant Professor of Management, Hadishahr Branch, Islamic Azad University, Hadishahr, Iran
4
Professor of Management ,Tabriz Branch, Islamic Azad university, Tabriz. Iran
5
Assistant Professor, Department of Management, Bonab Branch, Islamic Azad University, Bonab, Iran
10.30510/psi.2022.362641.3992
Abstract
Elections are one of the basic issues in countries whose political system is based on the way elections are held. Candidates use election tools to succeed in election campaigns. One of these tools is advertising. the source of the statistics of these strategies is exploratory interviews. The statistical population in the qualitative section was a university professor, an adviser to a member of parliament, a current and former member of parliament, which is 19 people. In the quantitative section, there were 324 experts in the field of political science.Then the qualitative data analysis has been done. According to the obtained results, the obtained model is divided into eight dimensions of advertising tools, advertising roadmap, image of the candidate, message effectiveness, advertising feedback, voters' political personality, conditions of the electoral field and understanding. Voter behavior was classified. these factors were set in a questionnaire format and to calculate its validity, the desired measure was given to 8 experts and its validity was tested. considering the opinions of the experts, the final questionnaire was distributed to the experts and the information obtained from it was used to examine the research questions. Statistical analysis showed that the obtained model has a good fit
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