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norouzi H, Tahmasebi Aghbelaghi D, jasembechari K. Analysis of the role of political marketing, political culture and social capital on the political orientation of the people in Iran.. پژوهشهاي سياسي جهان اسلام. 2020; 10 (1) :193-218
URL: http://priw.ir/article-1-1144-en.html
1- Assistant Professor, Department of Business Management, Kharazmi University, Tehran, Iran. (Author) , norouzi@khu.ac.ir
2- PhD student, Department of Business Management, University of Tehran, Tehran, Iran
3- Master of Accounting, Department of Accounting, Imam Javad University, Yazd, Iran.
Abstract:   (609 Views)
Today, political orientation is one of the necessities of human life in the modern era, so that it acts as the most effective factor on the decision-making and executive processes of the country and also as a link between the people and political rule.
Target The present study analyzes the role of political marketing, political culture and social capital on political orientation. This research is a descriptive-correlational type and a questionnaire with a Likert scale with five options has been used to collect data. Its content validity was confirmed by experts, university professors and experts. The reliability of the instrument was at a good level by calculating Cronbach's alpha( %805). The statistical population of the present study is the citizens of Tehran. A sample of 384 people was selected by convenience sampling.
Data analysis was performed using SPSS tools and Smart PLS software. Findings showed the role of political marketing on social capital (T: 134-18), political culture (T: 1249/49) And political orientation (T: 2/628) as well as the role of social capital on political orientation (T: 4/882) is significant and positive; But the role of political culture on political orientation (T: 1/092) was not confirmed.
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Type of Study: Research | Subject: Special
Received: 2019/09/2 | Accepted: 2019/12/15 | Published: 2020/03/21

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