OY VERMEYE YÖNELİK TUTUMUN ÖNCÜLÜ VE ARDILI: Z KUŞAĞI SEÇMENLERİ ÜZERİNE BİR ARAŞTIRMA

Yıl 2023, Cilt: 15 Sayı: 1, 41 - 59, 17.01.2023

Erol Ustaahmetoğlu , İsmail Tamer Toklu

Öz

Gelişen teknoloji ile birlikte yaygın kullanılan sosyal medya mecrası seçim kampanyaları için önemli iletişim ortamı haline gelmiştir. Özellikle okul çağında yer alan Z kuşağı temsilcilerinin bu mecrayı ileri düzeyde kullandıkları gözlemlenmektedir. Sosyal medya kullanımı ile ilgili bu araştırma için önerilen model geçmişte yapılmış çalışmaların Z kuşağı üzerinde genişletilmesi ile elde edilmiştir. Araştırmanın amacı siyasi ilgilenimin, siyasi mesajın sosyal medyada yayılmasına, siyasete olan güvene ve oy vermeye yönelik tutuma etkisini ve bu tutumun da seçmenin doğru kararı vermede kendine olan güvenine etkisini incelemektir. Kolayda örnekleme yöntemi kullanılarak toplanan veriler SmartPLS yapısal eşitlik modellemesi kullanılarak analize tabi tutulmuştur. Çalışma sonucunda siyasi ilgilenimin, potansiyel seçmenlerin siyasi mesajı yayması üzerinde ve oy vermeye yönelik tutum üzerinde etkisini ortaya çıkarmıştır. Oy vermeye yönelik tutumun ise seçmenin doğru kararı vereceğine yönelik kendine olan güvenini etkilediği tespit edilmiştir. Araştırma Z kuşağı seçmenlerini etkilemede siyasi pazarlama stratejilerinin kullanımını önermektedir. Bu araştırmanın akademik ve siyasi pazarlama uygulayıcıları için çeşitli katkıları bulunmaktadır. İlk olarak, çalışma sosyal medya kullanımının Z kuşağının oy vermeye yönelik tutumu ve doğru kararı vermesine yönelik kendine olan güveni üzerindeki etkisini açıklamada bir çerçeve sunabilir. İkinci, Z kuşağı seçmeni sosyal medya kullanıcılarından toplanan veriler bilimsel öngörülere destek sağlayabilir. Üçüncü ise kararsız seçmenlere yönelik geliştirilmesi gereken stratejiler üzerine önerilere aracılık edebilir.

Anahtar Kelimeler

Siyasi Pazarlama, Seçmen Davranışı, Siyasi İlgilenim, Oy Verme Tutumu

THE ANTECEDENTS AND CONSEQUENCE OF THE ATTITUDE TOWARDS VOTING: A RESEARCH ON THE Z GENERATION VOTERS

Öz

Social media, which is widely used with the developing technology, has become an important communication medium for election campaigns. It is observed that especially the representatives of the Z generation, who are of school age, use this medium at an advanced level. The model proposed for this research on social media use was obtained by extending the previous studies to the Z generation. The study aims to examine the effect of political involvement on the dissemination of political messages on social media, trust in politics, attitudes towards voting, and the effect of this attitude on the self-confidence of voters in making the right decision. The data collected using the convenience sampling method were analyzed with SmartPLS, a PLS-based structural equation modeling. The result of the study revealed the effect of political involvement on the dissemination of the political message by potential voters and the attitude towards voting. It has been determined that the attitude towards voting affects the self-confidence of the voters that they will make the right decision. The research suggests the use of political marketing strategies to influence Generation Z voters. This research has several contributions to academic and political marketing practitioners. First, it provides a framework to explain the impact of social media use on the attitude of generation Z towards voting and their self-confidence in making the right decision. Second, the data collected from generation Z social media users can support scientific predictions. Third, it can mediate suggestions on strategies that need to be developed for undecided voters.

Anahtar Kelimeler

Political Marketing, Voter Behavior, Political Involvement, Voting Attitude

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