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THE IMPACT OF POLITICAL MARKETING PERCEPTION ON POLITICAL PARTICIPATION

Year 2023, Volume: 11 Issue: 2, 919 - 953, 30.09.2023
https://doi.org/10.19145/e-gifder.1283661

Abstract

The leading objective of this study was to explore the impact of political marketing perception on political participation. For data collection, an online form was created through Google Forms and distributed to female voters living in Isparta who were over 18 years of age and eligible to vote in elections. Out of a total of 544 female participants who volunteered for the study and achieved the questionnaire in its wholeness, were contained in the analysis. Simple random sampling was engaged in this descriptive research model. Afterwards, the data were exposed to various statistical tests, including “Reliability,” “KMO test,” “Factor Analysis,” and “Regression Analysis,” using the SPSS 21 package program to specify the effect of political marketing perception on political participation in accord with the proposed research model. Seven factors were discovered in the dimensions of political participation among female voters, with each factor being labeled rooted in the items that built it. These factors were named as “Political Support,” “Preference Reason,” “Political Product,” “Media and Interest,” “Reward,” “Candidate,” and “Social Structure,” respectively. Additionally, three factors were identified in the dimensions of political marketing among female voters, and each factor was named based on the items that made up it. The factors were designated as “Marketing Communication,” “Advertisement,” and “Visibility,” accordingly. The study revealed that strong marketing communication could potentially deliver as a dynamic strategy to enhance a candidate’s performance and reputation in the opinion of voters. In this regard, political parties and candidates may take into consideration boosting their investment in marketing communication efforts to enact an improving connection with voters and manage a positive image.

Project Number

-

References

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  • GIRMA, Mulugeta (2016) Political Marketing: Exploring the Nexus between Theory and Practice in Ethiopia (Comparative Study between Ethiopian People’s Revolutionary Democratic Front and Coalition for Unity and Democratic Party)”, Open Journal of Business and Management, 4,pp. 329-344. http://dx.doi.org/10.4236/ojbm.2016.42035.
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SİYASİ PAZARLAMA ALGISININ SİYASİ KATILIM ÜZERİNDEKİ ETKİSİ

Year 2023, Volume: 11 Issue: 2, 919 - 953, 30.09.2023
https://doi.org/10.19145/e-gifder.1283661

Abstract

ÖZ
Bu çalışmanın temel amacı, siyasal pazarlama algısının siyasal katılım üzerindeki etkisini incelemektir. Veri toplamak için Google Formlar aracılığıyla çevrimiçi bir anket formu oluşturulmuş ve Isparta'da yaşayan, 18 yaşından büyük ve seçimlerde oy kullanma hakkı bulunan kadın seçmenlere anket formu dağıtılmıştır. Çalışmaya gönüllü olarak katılan ve anketi eksiksiz tamamlayan toplam 544 kadın katılımcı çalışmaya dahil edilmiştir. Çalışmada, tanımlayıcı araştırma modelinde basit rasgele örnekleme yönetimi kullanılmıştır. SPSS 21 paket programı kullanılarak “Güvenirlik”, “KMO testi”, “Faktör Analizi” ve “Regresyon Analizi” dahil olmak üzere çeşitli istatistiksel testlere tabi tutulan veriler, önerilen araştırma modeline göre siyasal pazarlama algısının siyasal katılım üzerindeki etkisini belirlemek için analiz edilmiştir. Kadın seçmenler arasında siyasal katılım boyutlarında yedi faktör elde edilmiş ve her bir faktör, faktör boyutunu oluşturan öğeler esas alınarak isimlendirilmiştir. Bu faktörler “Siyasi Destek”, “Tercih Sebebi”, “Siyasi Ürün”, “Medya ve Çıkar”, “Ödül”, “Aday” ve “Sosyal Yapı” olarak adlandırılmıştır. Ayrıca, kadın seçmenler arasındaki siyasal pazarlama boyutlarında üç faktör belirlenmiş ve her bir faktör, faktör boyutunu oluşturan öğeler temel alınarak isimlendirilmiştir. Faktörler sırasıyla “Pazarlama İletişimi”, “Reklam” ve “Görünürlük” olarak adlandırılmıştır. Çalışma, güçlü pazarlama iletişiminin, seçmenlerin görüşünde bir adayın performansını ve itibarını artırmak için dinamik bir strateji olarak kullanılabileceğini ortaya koymuştur. Bu bakımdan, siyasi partiler ve adaylar, seçmenlerle daha iyi bir bağlantı kurmak ve olumlu bir imaj yönetmek için pazarlama iletişimi çabalarını artırmayı dikkate alabilirler.

Supporting Institution

Yok

Project Number

-

References

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  • ARA, Fardaus; NORTHCOTE, Jeremy (2020). “Women’s Participation in Bangladesh Politics, The Gender Wall and Quotas”, South Asia Research, 40(2), s. 266–281. https://doi.org/10.1177/0262728020915562.
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  • BODE, Leticia; DALRYMPLE, Kajsa E (2017). “Politics in 140 Characters or Less: Campaign Communication, Network İnteraction, and Political Participation on Twitter”, Journal of Broadcasting & Electronic Media, 61(1), pp. 1-18.
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  • BOYRAZ, Elif (2017). “Seçmen Kimdir, Ne İster? Yerel Seçimlerde Seçmen Pazarinin Bölümlendirilmesi Üzerine Bir Araştirma”, Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 31 (1), s. 1-27.
  • BÜYÜKÖZTÜRK, Şener (2002). Sosyal Bilimleri için Veri Analizi El Kitabı İstatistik Araştırma Deseni-SPSS Uygulamaları ve Yorum, Ankara, Pegen Yayıncılık.
  • BÜYÜKÖZTÜRK, Şener (2004). Sosyal Bilimler için Veri Analizi El Kitabı: İstatistik, Araştırma Deseni, SPSS Uygulamaları ve Yorum, 4. Baskı, Ankara: Pegem Yayıncılık.
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  • CLEMENTE, Mark. N (1992). The Marketing Glossary, New York: Amacon.
  • CRICK, Brian (2018). The Multidimensionality of Political Participation, in Handbook of Research Methods and Applications in Political Science, (pp. 209-224). Edward Elgar Publishing.
  • CWALINA, Wojciech; FALKOWSKI, Andrzej; NEWMAN, Bruce. I (2015). Marketing Theoretical and Strategic Foundations. New York: Routledge, Taylor & Francis Group.
  • ÇAKMAK KILÇASLAN, Esra (2011). Siyasi İletişim İdeoloji ve Medya İlişkisi. İstanbul: Kriter Yayınları.
  • DEMİRTAŞ, Merve, Cansu (2010). Seçmen Tercihlerinin Siyasal Pazarlama Karması Açısından Analizi: İzmir İlinde Bir Uygulama. Dokuz Eylül Üniversitesi, Sosyal Bilimler Enstitüsü, Yüksek Lisans Tezi.
  • DEMİRTAŞ, Merve, Cansu & ORÇUN, Çetin (2015). “Siyasal Pazarlama Uygulamalarının İlk Kez Oy Kullanacak Seçmenler Üzerindeki Etkilerine Yönelik Bir Araştırma”, KMÜ Sosyal ve Ekonomik Araştırmalar Dergisi, 17 (28), s. 41-48.
  • DOĞAN, Adem; GÖKER, Göksel (2010). “Yerel Seçimlerde Seçmen Tercihi (29 Mart Yerel Seçimleri Elazığ Seçmeni Örneği)”, Eskişehir Osmangazi Üniversitesi İİBF Dergisi, Cilt 5, Sayı 2, s.159-187.
  • DOĞAN, Adem; GÖKER, Göksel (2021). Siyasal İletişim Araştırmaları, Güncellenmiş 2. Baskı, Ankara: Nobel Yayınları,
  • FERNÁNDEZ, Juan, J; VALIENTE, Cristina (2021). “Gender Quotas and Public Demand For Increasing Women’s Representation In Politics: An Analysis of 28 European Countries”, European Political Science Review, 13(3), pp. 351–370. http://doi.org/10.1017/S1755773921000126.
  • GEGEZ, Ercan (2014). Pazarlama Araştırması (4. Baskı). Beta Yayıncılık.
  • GIRMA, Mulugeta (2016) Political Marketing: Exploring the Nexus between Theory and Practice in Ethiopia (Comparative Study between Ethiopian People’s Revolutionary Democratic Front and Coalition for Unity and Democratic Party)”, Open Journal of Business and Management, 4,pp. 329-344. http://dx.doi.org/10.4236/ojbm.2016.42035.
  • HARROP, Martin; MİLLER, William L (1987). Elections and Voters: A Comparative Introduction, Landon: Macmillan Education Ltd.
  • HOGARTY, Kristine Y.; HINES, Costance V.; KROMREY, J. D., FERRON, John M. & MUMFORD, Karen R. (2005). “The Quality Of Factor Solutions in Exploratory Factor Analysis: The Influence of Sample Size, Communality And Overdetermination”, Educational and Psychological Measurement, 65, pp. 202-226.
  • HUGHES, Andrew; DANN, Stephen (2009). Political Marketing And Stakeholder Engagement, Marketing Theory 9(2), Volume 9(2), pp. 243–256 Copyright © 2009 SAGE IPU, (2022). https://www.ipu.org/our-impact/gender-equality. (Access date: 10.12.2022)
  • IYENGAR, Shanto and SIMON, Adam F (2000). “New Perspectives And Evidence On Political Communication And Campaign Effects”, Annual Review of Psychology, 51, pp. 149-169. JACOB, Fatile O; IGHODALO, Akhakpe; IGBOKWE-IBETO, Justine, C.; OKPO, Oteh C (2012). “Feminism and Political Participation in Nigeria: An Empirical Analysis”, International Journal of Asian Social Science, 7(1), pp. 1077–1092.
  • KAID, Lee Linda and Holtz-Bacha, C. (2006). The Sage Handbook Of Political Advertising. Sage Publications. KAID, Linda Lee; MCKINNEY, Mitchell S; TEDESCO, Jonh C (2007). “Political Information Efficacy And Young Voters”, American Behavioral Scientist, 50-9, pp. 1093-1111. doi: 10.1177/0002764207300040.
  • KALAYCIOĞLU, Ersin (1999). The Shaping of Party Preferences in Turkey: Coping with the Post-Cold War Era. New Perspectives on Turkey, No. 20, pp. 47-76.
  • KASAPOGLU, Aytül; ÖZERKMEN, Necmettin (2011) “Gender Imbalance: The Case of Women’s Political Participation in Turkey”, Journal of International Women's Studies, 12 (4), pp. 97-107.
  • KIM, Yoojung; LEE, Jiyoung Y (2017). “Political Communication Research İn The Age Of Digital Media: Challenges And Opportunities”. Journal of Communication, 67(6), pp. 1-21.
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There are 58 citations in total.

Details

Primary Language English
Subjects Communication and Media Studies (Other)
Journal Section Articles
Authors

Nedret Çağlar 0000-0001-9769-056X

Ferdi Akbıyık 0000-0001-6138-0586

Project Number -
Publication Date September 30, 2023
Submission Date April 15, 2023
Published in Issue Year 2023 Volume: 11 Issue: 2

Cite

APA Çağlar, N., & Akbıyık, F. (2023). THE IMPACT OF POLITICAL MARKETING PERCEPTION ON POLITICAL PARTICIPATION. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, 11(2), 919-953. https://doi.org/10.19145/e-gifder.1283661
AMA Çağlar N, Akbıyık F. THE IMPACT OF POLITICAL MARKETING PERCEPTION ON POLITICAL PARTICIPATION. e-gifder. September 2023;11(2):919-953. doi:10.19145/e-gifder.1283661
Chicago Çağlar, Nedret, and Ferdi Akbıyık. “THE IMPACT OF POLITICAL MARKETING PERCEPTION ON POLITICAL PARTICIPATION”. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi 11, no. 2 (September 2023): 919-53. https://doi.org/10.19145/e-gifder.1283661.
EndNote Çağlar N, Akbıyık F (September 1, 2023) THE IMPACT OF POLITICAL MARKETING PERCEPTION ON POLITICAL PARTICIPATION. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi 11 2 919–953.
IEEE N. Çağlar and F. Akbıyık, “THE IMPACT OF POLITICAL MARKETING PERCEPTION ON POLITICAL PARTICIPATION”, e-gifder, vol. 11, no. 2, pp. 919–953, 2023, doi: 10.19145/e-gifder.1283661.
ISNAD Çağlar, Nedret - Akbıyık, Ferdi. “THE IMPACT OF POLITICAL MARKETING PERCEPTION ON POLITICAL PARTICIPATION”. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi 11/2 (September 2023), 919-953. https://doi.org/10.19145/e-gifder.1283661.
JAMA Çağlar N, Akbıyık F. THE IMPACT OF POLITICAL MARKETING PERCEPTION ON POLITICAL PARTICIPATION. e-gifder. 2023;11:919–953.
MLA Çağlar, Nedret and Ferdi Akbıyık. “THE IMPACT OF POLITICAL MARKETING PERCEPTION ON POLITICAL PARTICIPATION”. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, vol. 11, no. 2, 2023, pp. 919-53, doi:10.19145/e-gifder.1283661.
Vancouver Çağlar N, Akbıyık F. THE IMPACT OF POLITICAL MARKETING PERCEPTION ON POLITICAL PARTICIPATION. e-gifder. 2023;11(2):919-53.