Designing a Business Marketing Model with a Social and Political Approach and Its Reporting Method

Subject Areas : Journal of Investment Knowledge

Hamidreza Teimouri ¹ , Kambiz Shahroodi ^{2 *} , ali esmaelzadeh ³ , Farzin Farahbod ⁴

1 - Ph.D. Student in Business Management, Rasht Branch, Islamic Azad University, Rasht, Iran.
2 - Faculty of Management and Accounting, Rasht Branch, Islamic Azad University, Rasht, Iran.
3 - Faculty of Economics and Accounting, Central Tehran Branch, Islamic Azad University, Tehran, Iran.
4 - Faculty of Management and Accounting, Rasht Branch, Islamic Azad University, Rasht, Iran.

Received: 2020-02-10 Accepted : 2022-05-17 Published : 2022-09-23

Keywords: Political marketing, Social marketing, Marketing strategy, Business,

Abstract :

Business can be a viewed as an architecture for product, service and flow of information that includes a description of different business elements, their role, the potential advantages of each of these agents and their sources of income. Election is an important socio-political phenomenon that is discussed from a business and a marketing perspective. The purpose of the present study is to design a political marketing model with emphasis on the 8th and 9th parliamentary elections. The research is descriptive; and in terms of purpose, it is applied. The statistical population in the qualitative section, includes policy experts, representatives of the Parliament, and in the quantitative section, includes students in political and social sciences and business management. The data collection tool in the qualitative part is interview, and in the quantitative part is questionnaire. SEM-PLS method is used for data analysis by Smart PLS3. The findings indicate that two factors influence political marketing strategies: the requirements for effective political orientation in the election competition and identifying the need of voting market. The outcomes of implementing it include designing the right product in accordance with core demands of the voting market, selling ideas/candidates and achieving votes and it is affected by considering the conditions and elements involved in the effective presence of political orientations in elections and assessment of target market needs. These lead to achieving proper vote rating and main goals in the voting market, through continuous monitoring of the environment and having influential marketing and publicity.

References:

• افتخاری،اصغر.راجی،هادی .(1396). بازاریابی سیاسی صدور انقلاب اسلامی.پژوهشنامه انقلاب اسلامی. 7 ( 22): 21-1.


• حسینی، محمد. خانی،آرش.(1394). برندسازی و بازاریابی سیاسی؛ الگویی جدید برای توسعة ارتباطات سیاسی مشارکتی.فصلنامه سیاست. 45 ( 4): 936-915.


• زارعی، عظیم. شرفی، وحید. بهمنی، مهسا.(1395). بررسی تاثیر ارتباطات یکپارچه بازاریابی سیاسی و رسانه های اجتماعی بر انتخاب کاندید در دهمین انتخابات مجلس شورای اسلامی. پزوهشنامه علوم سیاسی. 11(4): 124-97.


• فضل زاده، علیرضا؛ انبیایی، محمدرضا؛ متفکرآزاد، محمدعلی؛ (1397)، تبیین استراتژی های تبلیغات سیاسی داوطلبان انتخابات ریاست جمهوری، مطالعات مدیریت راهبردی، شماره 33، بهار 1397، صفحه 130-115.


• کرباس فروش ها، مریم. خداداد حسینی ، حمید. آقایی، محمد.(1397). تاثیر آمیخته بازاریابی سیاسی بر نیت رای دهندگان مبتنی بر ویژگی های جمعیت شناختی؛ مطالعه موردی: انتخابات مجلس دهم شورای اسلامی شهر تهران. فصلنامه پژوهش های راهبردی سیاست. 2(6): 70-43.


• کفاش پور آذر، نجفی سیاهرودی مهدی، علوی سید مسلم.(1386). فرآیند بازاریابی سیاسی: ارائی مدلی جامع در ارتباط با جایگاه بازاریابی در سیاست، کنفرانس بین المللی بازاریابی، تهران.


• مقتدایی،عبدالحسن. چندکاری، عبدالوهاب. (1397). مقاله بررسی عوامل موثر بر موفقیت بازاریابی سیاسی در انتخابات دهمین دوره مجلس شورای اسلامی در خوزستان: دیدگاه اعضای دوره چهارم شوراهای اسلامی استان خوزستان اولین همایش مدیریت ملی ،اقتصاد و اقتصاد مقاومتی.


• Cameron, M. P., Barrett, P., & Stewardson, B. (2015). Can social media predict election results? Evidence from New Zealand. Journal of Political Marketing, 1-17.


• Ceron, A., Curini, L., Iacus, S. M., & Porro, G. (2014). Every tweet counts? How sentiment analysis of social media can improve our knowledge of citizens' political preferences with an application to Italy and France. New Media & Society, 16(2), 340-358.


• Chester, I (2017). The role of digital marketing in political campaigns. Internet Policy Review, 6(4). DOI: 10.14763/2017.4.773.


• J (2018). Online Political Microtargeting: Promises and Threats for Democracy. Peer-reviewed section of the Utrecht Law Review.14 (1).1-15.


• Harris, P. (1996), "Machiavelli Political Marketing and Reinventing Government", European Journal of Marketing.35 (9): 82-104.


• Harmes, A. (2016). Political Marketing in Post-Conflict Elections: The Case of Iraq. Journal of Political Marketing, (just-accepted).


• Linus, O, (2008).Political marketing: conceptualisation, dimensions and research agenda", Marketing Intelligence & Planning, 26(7): 793 – 810


• Marsh, David, Paul‘t Hart and Karen Tindall. (2010). Celebrity politics: The politics of late modernity. Political Studies Review 8(3): 322-340.


• Mráček, P. and Mucha, M. (2015). The Use of Knowledge Management in Marketing Communication of Small and Medium-Sized Companies. ProcediaSocial and Behavioral Sciences. 17(5): 56-73.


• Newman, B. L. (2004), "A Review in Political Marketing: Lessons from Recent Presidentialelections", Toronto.Working Papers, University of Bath.


• Pistolas, A. (2009). “Political Marketing and Its Impact on Voting Behaviour in Greece: An analysis of the Greek Electorate’s Voting Behaviour”:1-25.


• Robinson, L., Schulz, J., Cotten, S. R., Hale, T., & Williams, A. (2016). Communicationand Information Technologies Annual: [New] Media Cultures (Vol. 11). Bingley, UK: Emerald Group Publishing.


• Seri'c, M, Gil-Saura, I. and Ruiz-Molina, M. E. (2014), "How Can Integrated Marketing Communications and Advanced Technology Influence the Creation of Customer-Based Brand Equity? Evidence from the Hospitality Industry", International Journal of Hospitality Management, Vol 39.


• Safiullah, M (2017). Social media as an upcoming tool for political marketing effectiveness. Asia Pacific Management Review 22 (11) 10-15.


• Tempest, R. (2016). The Charismatic Body Politics of President Putin. Journal of Political Marketing, (just-accepted).


• Temporal, P. (2011). Islamic branding and marketing: Creating a global Islamic business, John Wiley & Sons.


• Xifra, J. (2011). Americanization, Globalization, or Modernization of Electoral Campaigns?. Testing the Situation in Spain: American Behavioral Scientist, Vol. 55, No. 6.


• Yadav, M., Joshi, Y., andk Rahman, Z. 2015, "Mobile Social Media: the New Hybrid Element of Digital Marketing Communications", Procedia-Social and Behavioral Sciences, Vol. 189.


• Vranica, S. (2017). Advertisers try to avoid the web’s dark side, from fake news to extremist videos. Wall Street Journal. Retrieved from https://www.wsj.com/articles/advertisers-try-to-avoid-the-webs-dark-side-from-fake-news-to-extremist-videos-