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

Yıl 2020, Cilt: 13 Sayı: 1, 144 - 168, 30.06.2020
https://doi.org/10.17218/hititsosbil.675777

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.

Kaynakça

  • Austin, E. W., Vord, R. V. D., Pinkleton, B. E. ve Epstein, E. (2008). Celebrity endorsements and their potential to motivate young voters. Mass Communication and Society, Vol. 11, Iss. 4, 420-436.
  • Baines, P. R., Brennan, R. ve Egan, J. (2003). “Market” classification and political campaigning. Journal of Political Marketing, No. 2:2, 47-66.
  • Banker, S. (1992). The Ethics of political marketing practices, the rhetorical perspective. Joumal of Business Ethics, Vol. 11, 843-848.
  • Bartels, R. D. W. (1944). Marketing principles. Journal of Marketing, Vol. 9, No. 2, 151-157.
  • Bartels, R. (1951). Influences on the development of marketing thought, 1900-1923. Journal of Marketing, Vol. 16, No. 1, 1-17.
  • Bennett, J. T. ve Orzechowski, W. P. (1983). The Voting behavior of bureaucrats: some empirical evidence. Public Choice, Vol. 41, 271-283.
  • Brug, W. V. D. (1999). Voters' perceptions and party dynamics. Party Politics, Vol. 5. No.2, 147-169.
  • Butler, P., Collins, N. ve, Fellenz, M. R. (2007). Theory-Building in political marketing. Journal of Political Marketing, Vol. 6, No. 2-3, 91-107.
  • Cemalcılar, İ. (1988). Pazarlama. (Ed. M. Şahin). No: 72. Eskişehir: Anadolu Üniversitesi Yayınları.
  • Capaccio, D. ve Mino, W. H. D. (1999). Youth Voter Participation: Involving Today’s Young in Tomorrow’s Democracy. Stockholm: International IDEA Publication.
  • Costa, P. ve Silva, F. F. (2015). The Impact of voter evaluations of leaders’ traits on voting behaviour: evidence from seven european countries. West European Politics, Vol. 38:6, 1226-1250.
  • Cutright, P. ve Rossi, P. H. (1958). Grass roots politicians and the vote. American Sociological Review, Vol. 23, No. 2 (Apr., 1958), 171-179.
  • Cwalina, W., Falkowski, A. ve Newman, B. (2012). The Macro and micro views of political marketing: the underpinnings of a theory of political marketing. Journal of Public Affairs, Vol. 12, No. 4, 254-269.
  • Çiftlikçi, A. (1996). Siyaset pazarlaması ve siyasi partilerin Malatya`daki uygulamaları. İnönü Üniversitesi, Sosyal Bilimler Enstitüsü, İşletme Anabilim Dalı, Pazarlama Bilim Dalı, Doktora Tezi. Malatya.
  • Egan, J. (1999). Political marketing: lessons from the mainstream. Joumal of Marketing Management, V. 15, 495-503.
  • Eğilmez, M. (2015). Makro ekonomi Türkiye’den örneklerle. İstanbul: Remzi Kitabevi.
  • Ellis, N., Fitchett, J., Higgins, M., G., Jack, M. Lim, Saren, M. ve Tadajewski M. (2011). Marketing: a critical textbook. USA: Sage Publications Inc.
  • Farthing, R. (2010). The Politics of youthful antipolitics: representing the ‘issue’ of youth participation in politics. Journal of Youth Studies, 13:2, 181-195.
  • Friese, M., Smith C. T., Koever, M. ve Bluemke, M. (2016). Implicit measures of attitudes and political voting behavior. Social and Personality Psychology Compass, Vol. 10/4, 188–201.
  • Grönroos, C. (1997). Keynote paper from marketing mix to relationship marketing - towards a paradigm shift in marketing. Management Decision, Vol. 35 Iss. 4, 322-339.
  • Gürbüz, E. ve İnal, M. E. (2004). Siyasal pazarlama: stratejik bir yaklaşım. Ankara: Nobel Yayın Dağıtım.
  • Gordon, L. V. (1972). The Image of political candidates: values and voter preference. Journal of Applied Psychology, Vol. 56, No. 5, 382-387.
  • Harris, P. (2002). Who pays the piper?. Journal of Political Marketing, Vol. 1, No. 2-3, 89-107.
  • Henneberg, S. C. M. (1996). Conference report second conference on political marketing: judge institute of management studies. Journal of Marketing Management, V. 12, 777-783.
  • İslamoğlu, A. H. (2002). Siyaset pazarlaması toplam kalite yaklaşımı. İstanbul: Beta Basım Yayım Dağıtım A.Ş.
  • Jones, D. G. Brian ve Shaw, E. H. (2002). A History of marketing thought. Handbook of Marketing. (Ed. B. A. Weitz, R. Wensley). UK: Sage Publications Inc.
  • Kışlalı, A. T. (1976). Siyasal tutumlarda kuşak ve cinsiyet etkenleri (bir alan araştırması). Ankara Üniversitesi SBF Dergisi, C. 31, S. 1, 117-130.
  • Kotler, P. ve Sidney, J. L. (1969). Broadening the concept of marketing. Journal of Marketing, Vol. 33, No. 1, 10-15.
  • Kotler, P. ve Keller, K. L. (2009). Marketing management. USA: Pearson Education Inc.
  • Kotler, P. ve Armstrong, G. (2010). Principles of marketing. USA: Pearson Education Inc.
  • Leppäniemi, M., Karjaluoto, H., Lehto, H. ve Goman, A. (2010). Targeting young voters in a political campaign: empirical insights into an interactive digital marketing campaign in the 2007 Finnish general election. Journal of Nonprofit & Public Sector Marketing, V. 22:1, 14-37.
  • Leventhal, H., Jacobs, R. L. ve Kudirka, N. Z. (1964). Authoritarianism, ideology, and political candidate choice. Journal of Abnormal and Social Psychology, Vol. 69, No. 5, 539-549.
  • Lewis-Beck, M. S. (1988). Economics and the American voter: past, present, future. Political Behavior, Vol. 10, No. 1, 5-21.
  • Lloyd, J. (2005). Square peg, round hole? can marketing-based concepts such as the ‘product’ and the ‘marketing mix’ have a useful role in the political arena?. Journal of Nonprofit & Public Sector Marketing, Vol. 14:1-2, 27-46.
  • Morwitz, V. G. ve Pluzinski, C. (1996). Do polls reflect opinions or do opinions reflect polls? the impact of political polling on voters' expectations, preferences, and behavior. Journal of Consumer Research, Vol. 23, 53-67.
  • Mucuk, İ. (2012). Pazarlama İlkeleri (Ve Yönetimi İçin Örnek Olaylar). 19. Basım. İstanbul: Türkmen Kitabevi.
  • Newman, B. I. ve Sheth, J. N. (1984). The "Gender gap" in voter attitudes and behavior: some advertising implications. Journal of Advertising, Vol. 13, No. 3, 4-16.
  • Newman, B. I. ve Sheth, J. N. (1985). A Model of primary voter behavior. Journal of Consumer Research, Vol. 12, 178-187.
  • Nogee, P. ve Levin, M. B. (1958-1959). Some determinants of political attitudes among college voters. The Public Opinion Quarterly, Vol. 22, No. 4 (Winter, 1958-1959), 449-463. Pekin, T. (2015). Ekonomiye Giriş. İzmir: Zeus Kitapevi.
  • Reid, D. M. (1988). Marketing the political product. European Journal of Marketing, Vol. 22 Iss. 9, 34-47.
  • Saren, M. (2007). Marketing is everything: the view from the street. Marketing Intelligence & Planning, Vol. 25 Iss. 1, 11-16.
  • Savigny, H. (2003). Political marketing. Journal of Political Marketing, 3:1, 21-38.
  • Schram, A. J. H. C. (1992). Testing economic theories of voter behaviour using micro-data. Applied Economics, Vol. 24, 419-428.
  • Silberman, J. ve Durden, G. (1975). The Rational behavior theory of voter participation: the evidence from congressional elections. Public Choice, Vol. 23 (Fall, 1975), 101-108.
  • Swank, O. H. ve Eisinga, R. (1999). Economic outcomes and voting behaviour in a multi-party system: an application to the Netherlands. Public Choice, Vol. 101, Iss. 3-4, 195-213.
  • Tamilia, R. D. (2009). An overview of the history of marketing thought. Journal of Historical Research in Marketing, Vol. 1 Iss. 2, 346-360.
  • Tek, Ö. B. ve Özgül, E. (2008). Modern Pazarlama İlkeleri Uygulamalı Yönetimsel Yaklaşım. İzmir: Birleşik Matbaacılık.
  • Wring, D. (1997). Reconciling marketing with political science: theories of political marketing. Journal of Marketing Management, Vol. 13:7, 651-663.
  • Zechman, M. J. (1979). Dynamic models of the voter's decision calculus: incorporating retrospective considerations into rational-choice models of individual voting behavior. Public Choice, Vol. 34, 297-315.

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

Yıl 2020, Cilt: 13 Sayı: 1, 144 - 168, 30.06.2020
https://doi.org/10.17218/hititsosbil.675777

Öz

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.

Kaynakça

  • Austin, E. W., Vord, R. V. D., Pinkleton, B. E. ve Epstein, E. (2008). Celebrity endorsements and their potential to motivate young voters. Mass Communication and Society, Vol. 11, Iss. 4, 420-436.
  • Baines, P. R., Brennan, R. ve Egan, J. (2003). “Market” classification and political campaigning. Journal of Political Marketing, No. 2:2, 47-66.
  • Banker, S. (1992). The Ethics of political marketing practices, the rhetorical perspective. Joumal of Business Ethics, Vol. 11, 843-848.
  • Bartels, R. D. W. (1944). Marketing principles. Journal of Marketing, Vol. 9, No. 2, 151-157.
  • Bartels, R. (1951). Influences on the development of marketing thought, 1900-1923. Journal of Marketing, Vol. 16, No. 1, 1-17.
  • Bennett, J. T. ve Orzechowski, W. P. (1983). The Voting behavior of bureaucrats: some empirical evidence. Public Choice, Vol. 41, 271-283.
  • Brug, W. V. D. (1999). Voters' perceptions and party dynamics. Party Politics, Vol. 5. No.2, 147-169.
  • Butler, P., Collins, N. ve, Fellenz, M. R. (2007). Theory-Building in political marketing. Journal of Political Marketing, Vol. 6, No. 2-3, 91-107.
  • Cemalcılar, İ. (1988). Pazarlama. (Ed. M. Şahin). No: 72. Eskişehir: Anadolu Üniversitesi Yayınları.
  • Capaccio, D. ve Mino, W. H. D. (1999). Youth Voter Participation: Involving Today’s Young in Tomorrow’s Democracy. Stockholm: International IDEA Publication.
  • Costa, P. ve Silva, F. F. (2015). The Impact of voter evaluations of leaders’ traits on voting behaviour: evidence from seven european countries. West European Politics, Vol. 38:6, 1226-1250.
  • Cutright, P. ve Rossi, P. H. (1958). Grass roots politicians and the vote. American Sociological Review, Vol. 23, No. 2 (Apr., 1958), 171-179.
  • Cwalina, W., Falkowski, A. ve Newman, B. (2012). The Macro and micro views of political marketing: the underpinnings of a theory of political marketing. Journal of Public Affairs, Vol. 12, No. 4, 254-269.
  • Çiftlikçi, A. (1996). Siyaset pazarlaması ve siyasi partilerin Malatya`daki uygulamaları. İnönü Üniversitesi, Sosyal Bilimler Enstitüsü, İşletme Anabilim Dalı, Pazarlama Bilim Dalı, Doktora Tezi. Malatya.
  • Egan, J. (1999). Political marketing: lessons from the mainstream. Joumal of Marketing Management, V. 15, 495-503.
  • Eğilmez, M. (2015). Makro ekonomi Türkiye’den örneklerle. İstanbul: Remzi Kitabevi.
  • Ellis, N., Fitchett, J., Higgins, M., G., Jack, M. Lim, Saren, M. ve Tadajewski M. (2011). Marketing: a critical textbook. USA: Sage Publications Inc.
  • Farthing, R. (2010). The Politics of youthful antipolitics: representing the ‘issue’ of youth participation in politics. Journal of Youth Studies, 13:2, 181-195.
  • Friese, M., Smith C. T., Koever, M. ve Bluemke, M. (2016). Implicit measures of attitudes and political voting behavior. Social and Personality Psychology Compass, Vol. 10/4, 188–201.
  • Grönroos, C. (1997). Keynote paper from marketing mix to relationship marketing - towards a paradigm shift in marketing. Management Decision, Vol. 35 Iss. 4, 322-339.
  • Gürbüz, E. ve İnal, M. E. (2004). Siyasal pazarlama: stratejik bir yaklaşım. Ankara: Nobel Yayın Dağıtım.
  • Gordon, L. V. (1972). The Image of political candidates: values and voter preference. Journal of Applied Psychology, Vol. 56, No. 5, 382-387.
  • Harris, P. (2002). Who pays the piper?. Journal of Political Marketing, Vol. 1, No. 2-3, 89-107.
  • Henneberg, S. C. M. (1996). Conference report second conference on political marketing: judge institute of management studies. Journal of Marketing Management, V. 12, 777-783.
  • İslamoğlu, A. H. (2002). Siyaset pazarlaması toplam kalite yaklaşımı. İstanbul: Beta Basım Yayım Dağıtım A.Ş.
  • Jones, D. G. Brian ve Shaw, E. H. (2002). A History of marketing thought. Handbook of Marketing. (Ed. B. A. Weitz, R. Wensley). UK: Sage Publications Inc.
  • Kışlalı, A. T. (1976). Siyasal tutumlarda kuşak ve cinsiyet etkenleri (bir alan araştırması). Ankara Üniversitesi SBF Dergisi, C. 31, S. 1, 117-130.
  • Kotler, P. ve Sidney, J. L. (1969). Broadening the concept of marketing. Journal of Marketing, Vol. 33, No. 1, 10-15.
  • Kotler, P. ve Keller, K. L. (2009). Marketing management. USA: Pearson Education Inc.
  • Kotler, P. ve Armstrong, G. (2010). Principles of marketing. USA: Pearson Education Inc.
  • Leppäniemi, M., Karjaluoto, H., Lehto, H. ve Goman, A. (2010). Targeting young voters in a political campaign: empirical insights into an interactive digital marketing campaign in the 2007 Finnish general election. Journal of Nonprofit & Public Sector Marketing, V. 22:1, 14-37.
  • Leventhal, H., Jacobs, R. L. ve Kudirka, N. Z. (1964). Authoritarianism, ideology, and political candidate choice. Journal of Abnormal and Social Psychology, Vol. 69, No. 5, 539-549.
  • Lewis-Beck, M. S. (1988). Economics and the American voter: past, present, future. Political Behavior, Vol. 10, No. 1, 5-21.
  • Lloyd, J. (2005). Square peg, round hole? can marketing-based concepts such as the ‘product’ and the ‘marketing mix’ have a useful role in the political arena?. Journal of Nonprofit & Public Sector Marketing, Vol. 14:1-2, 27-46.
  • Morwitz, V. G. ve Pluzinski, C. (1996). Do polls reflect opinions or do opinions reflect polls? the impact of political polling on voters' expectations, preferences, and behavior. Journal of Consumer Research, Vol. 23, 53-67.
  • Mucuk, İ. (2012). Pazarlama İlkeleri (Ve Yönetimi İçin Örnek Olaylar). 19. Basım. İstanbul: Türkmen Kitabevi.
  • Newman, B. I. ve Sheth, J. N. (1984). The "Gender gap" in voter attitudes and behavior: some advertising implications. Journal of Advertising, Vol. 13, No. 3, 4-16.
  • Newman, B. I. ve Sheth, J. N. (1985). A Model of primary voter behavior. Journal of Consumer Research, Vol. 12, 178-187.
  • Nogee, P. ve Levin, M. B. (1958-1959). Some determinants of political attitudes among college voters. The Public Opinion Quarterly, Vol. 22, No. 4 (Winter, 1958-1959), 449-463. Pekin, T. (2015). Ekonomiye Giriş. İzmir: Zeus Kitapevi.
  • Reid, D. M. (1988). Marketing the political product. European Journal of Marketing, Vol. 22 Iss. 9, 34-47.
  • Saren, M. (2007). Marketing is everything: the view from the street. Marketing Intelligence & Planning, Vol. 25 Iss. 1, 11-16.
  • Savigny, H. (2003). Political marketing. Journal of Political Marketing, 3:1, 21-38.
  • Schram, A. J. H. C. (1992). Testing economic theories of voter behaviour using micro-data. Applied Economics, Vol. 24, 419-428.
  • Silberman, J. ve Durden, G. (1975). The Rational behavior theory of voter participation: the evidence from congressional elections. Public Choice, Vol. 23 (Fall, 1975), 101-108.
  • Swank, O. H. ve Eisinga, R. (1999). Economic outcomes and voting behaviour in a multi-party system: an application to the Netherlands. Public Choice, Vol. 101, Iss. 3-4, 195-213.
  • Tamilia, R. D. (2009). An overview of the history of marketing thought. Journal of Historical Research in Marketing, Vol. 1 Iss. 2, 346-360.
  • Tek, Ö. B. ve Özgül, E. (2008). Modern Pazarlama İlkeleri Uygulamalı Yönetimsel Yaklaşım. İzmir: Birleşik Matbaacılık.
  • Wring, D. (1997). Reconciling marketing with political science: theories of political marketing. Journal of Marketing Management, Vol. 13:7, 651-663.
  • Zechman, M. J. (1979). Dynamic models of the voter's decision calculus: incorporating retrospective considerations into rational-choice models of individual voting behavior. Public Choice, Vol. 34, 297-315.
Toplam 49 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Ahmet Ünal 0000-0003-1785-9367

Mevlüt Türk 0000-0003-1316-5800

Yayımlanma Tarihi 30 Haziran 2020
Yayımlandığı Sayı Yıl 2020 Cilt: 13 Sayı: 1

Kaynak Göster

APA Ünal, A., & Türk, M. (2020). ÜNİVERSİTE ÖĞRENCİSİ SEÇMENLERİN OY VERME KARARLARI ÜZERİNDE SİYASİ PAZARLAMA UNSURLARININ ETKİSİNİ BELİRLEMEYE YÖNELİK BİR ALAN ÇALIŞMASI. Hitit Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 13(1), 144-168. https://doi.org/10.17218/hititsosbil.675777
AMA Ünal A, Türk M. ÜNİVERSİTE ÖĞRENCİSİ SEÇMENLERİN OY VERME KARARLARI ÜZERİNDE SİYASİ PAZARLAMA UNSURLARININ ETKİSİNİ BELİRLEMEYE YÖNELİK BİR ALAN ÇALIŞMASI. hititsosbil. Haziran 2020;13(1):144-168. doi:10.17218/hititsosbil.675777
Chicago Ünal, Ahmet, ve Mevlüt Türk. “ÜNİVERSİTE ÖĞRENCİSİ SEÇMENLERİN OY VERME KARARLARI ÜZERİNDE SİYASİ PAZARLAMA UNSURLARININ ETKİSİNİ BELİRLEMEYE YÖNELİK BİR ALAN ÇALIŞMASI”. Hitit Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 13, sy. 1 (Haziran 2020): 144-68. https://doi.org/10.17218/hititsosbil.675777.
EndNote Ünal A, Türk M (01 Haziran 2020) ÜNİVERSİTE ÖĞRENCİSİ SEÇMENLERİN OY VERME KARARLARI ÜZERİNDE SİYASİ PAZARLAMA UNSURLARININ ETKİSİNİ BELİRLEMEYE YÖNELİK BİR ALAN ÇALIŞMASI. Hitit Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 13 1 144–168.
IEEE A. Ünal ve M. Türk, “ÜNİVERSİTE ÖĞRENCİSİ SEÇMENLERİN OY VERME KARARLARI ÜZERİNDE SİYASİ PAZARLAMA UNSURLARININ ETKİSİNİ BELİRLEMEYE YÖNELİK BİR ALAN ÇALIŞMASI”, hititsosbil, c. 13, sy. 1, ss. 144–168, 2020, doi: 10.17218/hititsosbil.675777.
ISNAD Ünal, Ahmet - Türk, Mevlüt. “ÜNİVERSİTE ÖĞRENCİSİ SEÇMENLERİN OY VERME KARARLARI ÜZERİNDE SİYASİ PAZARLAMA UNSURLARININ ETKİSİNİ BELİRLEMEYE YÖNELİK BİR ALAN ÇALIŞMASI”. Hitit Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 13/1 (Haziran 2020), 144-168. https://doi.org/10.17218/hititsosbil.675777.
JAMA Ünal A, Türk M. ÜNİVERSİTE ÖĞRENCİSİ SEÇMENLERİN OY VERME KARARLARI ÜZERİNDE SİYASİ PAZARLAMA UNSURLARININ ETKİSİNİ BELİRLEMEYE YÖNELİK BİR ALAN ÇALIŞMASI. hititsosbil. 2020;13:144–168.
MLA Ünal, Ahmet ve Mevlüt Türk. “ÜNİVERSİTE ÖĞRENCİSİ SEÇMENLERİN OY VERME KARARLARI ÜZERİNDE SİYASİ PAZARLAMA UNSURLARININ ETKİSİNİ BELİRLEMEYE YÖNELİK BİR ALAN ÇALIŞMASI”. Hitit Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, c. 13, sy. 1, 2020, ss. 144-68, doi:10.17218/hititsosbil.675777.
Vancouver Ünal A, Türk M. ÜNİVERSİTE ÖĞRENCİSİ SEÇMENLERİN OY VERME KARARLARI ÜZERİNDE SİYASİ PAZARLAMA UNSURLARININ ETKİSİNİ BELİRLEMEYE YÖNELİK BİR ALAN ÇALIŞMASI. hititsosbil. 2020;13(1):144-68.