ÜNİVERSİTE ÖĞRENCİSİ SEÇMENLERİN OY VERME KARARLARI ÜZERİNDE SİYASİ PAZARLAMA UNSURLARININ ETKİSİNİ BELİRLEMEYE YÖNELİK BİR ALAN ÇALIŞMASI

Öz

Bu çalışma, üniversite öğrencisi olan seçmenlerin oy verme kararlarları üzerinde siyasal pazarlama unsurlarının etkisini belirlemeyi amaçlamaktadır. Araştırmanın bir diğer amacı ise üniversite öğrencilerinin, oy kullanmaya yükledikleri anlamı belirlemektir. Araştırmanın verilerini toplamak amacıyla, kişisel görüşme yoluyla anket yöntemi kullanılmıştır. Üniversite öğrencilerinden toplanan verilerin dağılımı, frekans ve yüzde değerleri ile gösterilmiş ve daha sonra geliştirilen hipotezler tek örneklem t testi ile analiz edilerek yorumlanmıştır. Araştırmanın sonuçları; üniversite öğrencilerinin, siyasi partilere oy verme kararlarında; siyasi parti liderlerinin ve siyasetçilerin şahsi ve iletişim özellikleri, siyasi partilerin kurumsal iletişim faaliyetleri ve siyasi parti liderlerinin imajı faktörlerinin etkili olduğunu göstermektedir. Araştırma verilerinin analizi sonucunda; üniversite öğrencilerinin, oy kullanmayı önemli bir vatandaşlık görevi, kendilerine verilmiş önemli bir hak, düşüncelerini ifade edebilmek için bir fırsat ve bazı şeyleri değiştirebilmek için bir araç olarak kabul ettiklerini ortaya koymaktadır.

Anahtar Kelimeler

• Üniversiteli Seçmenler
• Seçmen Kararları
• Siyasi Pazarlama

A Field Study to Determine on the Impact of Political Marketing Elements on Voting Decisions of University Student Voters

Abstract

This study aims to determine the impact of components of political marketing on voting decisions of voters who are university students. Another aim of the research is to discover the meaning that university students place on voting. In order to collect the data of the research, face-to-face survey method was used. The analysis of data collected from university students were done using frequency and percentage values, and the hypotheses developed afterwards were analyzed using one sample t test. The results of the research revealed that the personality-related features and communication skills of political party leaders and politicians, the institutional communication activities of political parties and the image of political party leaders are effective in university students' decisions to vote for political parties. As a result of the analysis of the research data; it was revealed that university students consider voting as an important citizenship task, an important right granted to them, an opportunity to express their thoughts, and a tool to change things.

Keywords

• University Student Voters
• Voter Decisions
• Political Marketing

Kaynakça

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