Abstract:
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.
Machine summary:
Analyzing the role of political marketing, political culture, and social capital on people's political orientation in Iran Hossein Norouzi 1 Dariush Tahmasebi Aghbalaghi 2, Khairullah Jasem Bechari 3 Date of receipt: 2019/09/02 Date of acceptance: 2019/12/15 Abstract Nowadays, political orientation is considered one of the necessities of human society life in the modern era, acting as one of the most effective factors in the decision-making and executive processes of a country and also as a connecting link between the people and political sovereignty.
With preliminary studies conducted on the citizens of District 5 of Tehran, it was observed that the existence of political marketing leads to establishing communication with group members (parties) and political culture, and also relates to potential capital resources including social capital as well as electoral fields and political orientations.
749) and the T-statistic at a 99% confidence level show that the role of political marketing on social capital is significant and positive; therefore, the first hypothesis is confirmed.
513), it shows that the role of social capital and political orientation is significant and positive; therefore, the fourth hypothesis is confirmed; however, the results obtained from the path coefficient (0.
Testing the main hypotheses of the research Result Path Coefficient T-value Hypotheses Calculated Standard Test Hypothesis 1: The role of political marketing on social capital is significant and positive.
The fourth hypothesis of the research, based on the idea that the role of social capital on political orientation is significant and positive, was confirmed with a T-statistic of 4/882.
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