سامانه پشتیبانی خدمات اطلاعات

  اخبار و اعلانات

 آمار

تعداد نشریات161
تعداد شماره‌ها6,564
تعداد مقالات70,850
تعداد مشاهده مقاله125,010,602
تعداد دریافت فایل اصل مقاله98,241,804
کیماسی, مسعود, متقی, ابراهیم, سیاری, سروش, وکیل‌زاده, حسن. (1401). بررسی چشم‌انداز سیاستگذاری بازاریابی سیاسی در ایران. , 8(2), 133-146. doi: 10.22059/jppolicy.2022.88051
مسعود کیماسی; ابراهیم متقی; سروش سیاری; حسن وکیل‌زاده. "بررسی چشم‌انداز سیاستگذاری بازاریابی سیاسی در ایران". , 8, 2, 1401, 133-146. doi: 10.22059/jppolicy.2022.88051
کیماسی, مسعود, متقی, ابراهیم, سیاری, سروش, وکیل‌زاده, حسن. (1401). 'بررسی چشم‌انداز سیاستگذاری بازاریابی سیاسی در ایران', , 8(2), pp. 133-146. doi: 10.22059/jppolicy.2022.88051
کیماسی, مسعود, متقی, ابراهیم, سیاری, سروش, وکیل‌زاده, حسن. بررسی چشم‌انداز سیاستگذاری بازاریابی سیاسی در ایران. , 1401; 8(2): 133-146. doi: 10.22059/jppolicy.2022.88051

بررسی چشم‌انداز سیاستگذاری بازاریابی سیاسی در ایران

سیاستگذاری عمومی
دوره 8، شماره 2، 1401، صفحه 133-146    اصل مقاله (835.34 K)
نوع مقاله: مقاله پژوهشی
شناسه دیجیتال (DOI): 10.22059/jppolicy.2022.88051
نویسندگان
مسعود کیماسی1؛ ابراهیم متقی2؛ سروش سیاری* 3؛ حسن وکیل‌زاده4
1استادیار مدیریت بازرگانی دانشگاه تهران، تهران، ایران
2استاد علوم سیاسی دانشگاه تهران، تهران، ایران
3دانشجوی دکتری مدیریت بازاریابی دانشگاه تهران، تهران، ایران
4کارشناسی ارشد مدیریت بازاریابی دانشگاه امام صادق(ع)، تهران، ایران
چکیده
اگرچه قریب به پنج دهه از آغاز پژوهش‌های بازاریابی سیاسی در جهان و دو دهه در ایران می‌ گذرد لکن همواره مسیر پژوهش‌ ها نیاز به آسیب‌ شناسی دارد. بررسی‌ها نشان می‌دهد جایگاه علمی و عملی بازاریابی سیاسی در ایران، مطلوب نیست و برای اثربخشی بیشتر نیاز است تا ویژگی‌های آن‌ها به شیوه علمی احصا گردد. در همین راستا، مرور انتقادی پژوهش‌ های بازاریابی سیاسی در ایران، توصیه‌های سیاستی و پیشنهاداتی برای پژوهش‌ های آتی اهداف این مقاله را تشکیل می‌دهند. برای دستیابی بدین اهداف از روش مرور نظام‌ مند با رویکرد انتقادی استفاده شد تا ضمن توصیف ویژگی‌ های این پژوهش‌ ها، نتایج کاربردی آن برای سیاستگذاری‌ها به دست آیند. یافته‌ها نشان می‌ دهند که 4 محور قابل بهبود (شامل موضوعات محدود و پرتکرار، دیدگاه سطحی، عدم توجه به تحولات نظری و حضور کمرنگ پژوهشگران سایر رشته‌ ها) و 3 نقطه قوت (شامل مفاهیم نوظهور، نگرش راهبردی و فرآیندی، و مسئله‌ محوری و نگرش بومی) برای پژوهش‌های ایرانی بازاریابی سیاسی قابل بیان است.
کلیدواژه‌ها
بازاریابی سیاسی؛ ایران؛ مرور نظام‌مند؛ مکتب ابزارمحوری؛ انتخابات
مراجع
  1. Abedi Ardakani, Mohammad &Javari, Alireza. (2017). Political marketing &voter decision-making process; Case study: Isfahan youth voters in the 10th period of the Islamic Parliament elections. Public Policy, 3(1), 177-202 [in Persian].
  2. Abid, A., Harrigan, P., & Roy, S. (2020). A relationship marketing orientation in politics: Young voters’ perceptions of political brands’ use of social media. Journal of Strategic Marketing. doi:https://doi.org/10.1080/0965254X.2020.1777457
  3. Afjei, Seyed Ali Akbar &Khademi Gerashi, Mehdi. (2011). Strategic management model of political marketing in Iran. Perspectives of Business Management, No. 7, 25-50 [in Persian].
  4. Aghazadeh, Hashem, Tahmasbi Aghbolaghi, Dariush &Abdali, Ali. (2016). Political marketing &withdrawal from cash subsidy. Perspectives of Business Management, No. 28, 13-26 [in Persian].
  5. Ahmad, N. (2015). Political Marketing Management of Parliament Under the Presidential Government System: A Lesson Learned from the Indonesia House of Representative Post–New Order Soeharto. Journal of Political Marketing, 71-94. doi:10.1080/15377857.2014.959692
  6. Ahmed, M., Lodhi, S., & Ahmad, Z. (2015). Political Br&Equity (PBE) Model: The Integration of Political Brands in Voter Choice. Journal of Political Marketing, 16(2), 147-179.
  7. Alipour, Mehrdad, Jafari, Farshid &Shafaqi Darvish Gornamz, Ali. (2011). Viral marketing &its effect on the success of parties &candidates in election campaigns. Political Science, No. 17, 111-137 [in Persian].
  8. Anim, P., Asiedu, F., Adams, M., & Acheampong, G. (2019). "Mind the gap": to succeed in marketing politics, think of social media innovation. Journal of Consumer Marketing, 36(6), 806-817.
  9. Bagherikani, Misbah-ul-Hadi, Vakilzadeh, Hassan &Arabpour, Amirhossein. (2021). Political marketing: the narrative of the presented image of the Islamic Republic of Iran's system in the international arena. Case study: 2005-2009. Strategic management thought [in Persian].
  10. Bakhshaiesh Ardestani, Saba, Danaei, Abolfazl &Faezi Razi, Farshad. (2020). Presentation of viral marketing model in Iran's Islamic Council elections. Islamic World Political Research, 10(3), 1-40 [in Persian].
  11. Banerjee, S., & Chaudhuri, B. (2016). Influence of Voter Demographics &Newspaper in Shaping Political Party Choice in India: An Empirical Investigation. Journal of Political Marketing, 17(4), 90-117.
  12. Cogburn, D., & Espinoza-Vasquez, F. (2011). From Networked Nominee to Networked Nation: Examining the Impact of Web 2.0 &Social Media on Political Participation &Civic Engagement in the 2008 Obama Campaign. Journal of Political Marketing, 10(1-2), 189-213.
  13. Cwalina, W., Falkowski, A., & Newman, B. (2012). The macro &micro views of political marketing: the underpinnings of a theory of political marketing. Journal of Public Affairs. doi:10.1002/pa.1421
  14. Cwalina, W., Falkowski, A., & Newman, B. (2015). Political marketing: theoretical &strategic foundations. New York: Routledge.
  15. Dann, S., Harris, P., Sullivan Mort, G., Fry, M.-L., & Binney, W. (2007). Reigniting the fire: a contemporary research agenda for social, political &nonprofit marketing. Journal of Public Affairs, 7(3), 291-304.
  16. Dean, D., Croft, R., & Pich, C. (2014). Toward a Conceptual Framework of Emotional Relationship Marketing: An Examination of Two UK Political Parties. Journal of Political Marketing, 14(1-2), 19-34.
  17. Ebrahimi, Abulghasem, Alavi, Seyed Moslem, Najafi Siyahrodi, Mehdi &Mosayebi, Alireza. (2015). Identifying &classifying the factors influencing the choice of political symbol with emphasis on the presidential elections of 2012. Journal of Political Science, 11(1), 7-38 [in Persian].
  18. Eftekhari, Asghar &Raji, Mohammad Hadi. (2017). Political marketing of the Islamic Revolution Issue. Research Journal of Islamic Revolution, 7(22), 1-22 [in Persian].
  19. Eftekhari, Asghar &Raji, Mohammad Hadi. (2019). Analysis of the Islamic Revolution issue based on the action-based political marketing. Research Journal of Islamic Revolution, 9(31), 47-77 [in Persian].
  20. Elder, Edward. (2016). Marketing Leadership in Government. London: Palgrave Macmillan.
  21. Eyvazzadeh, Hassan &Alipour, Mehrdad. (2011). Evaluation of the strategies of determining the target market in the victory of the election campaigns of organizations &political parties of Iran. Political Science, number 15, 169-188 [in Persian].
  22. Fazlzadeh, Alireza, Anbiaei, Mohammadreza &Motafakker Azad, Mohammad Ali. (2018). Expounding the political advertising strategies of candidates of presidential election. Spring 2017 (No. 33), 115-130 [in Persian].
  23. Foster, S. (2010). Political Communication. Edinburgh: Edinburgh University Press.
  24. Frank, H., & Hatak, I. (2014). Doing a research literature review. in Fayolle, & M. Wright, How to Get Published in the best Entrepreneurship Journals: A Guide to Steer your Academic Career (p.23). Cheltenham: Edward Elgar Publishing.
  25. Ghasemi, Ghasem, Goli, Amirparviz &Goli, Armin. (2017). The role of political marketing tools &techniques to increase in elections' participation. Research Journal of Strategic Studies of Humanities &Islamic Sciences, 1(33), 145-172 [in Persian].
  26. Grant, M., & Booth, A. (2009). A typology of reviews: an analysis of 14 review types &associated methodologies. Health Information &Libraries Journal. 26, 91-108.
  27. Hajipour, Bahman, Hosseini, Seyed Mahmoud &Zare, Sasan. (2016). Identification of the key factors of success in the electoral competition using structural-interpretive modeling (ISM) method (case study: the competition of representatives for the Parliament in Tehran). Basij strategic studies, 19(70), 129-157 [in Persian].
  28. Hajipour, Bahman, Hosseini, Seyed Mahmoud &Zare, Sasan. (2016). Designing a political marketing model in local elections. Public Administration Perspectives, 27, 15-39 [in Persian].
  29. Henneberg, S. (2008). An epistemological perspective on research in political marketing. Journal of Political Marketing. 7(2), 151-182.
  30. Henneberg, S., & O'Shaughnessy, N. (2007). Theory &Concept Development in Political Marketing. Journal of Political Marketing .6(2-3), 5-31.
  31. Henneberg, S., & O'Shaughnessy, N. (2009). Political Relationship Marketing: some macro/micro thoughts. Journal of Marketing Management, 25(1-2), 5-29.
  32. Hosseini, Majid &Bidollahkhani, Arash. (2015). Branding &political marketing; A new model for the development of participatory political communication. Politics Quarterly, 45(4), 915-936 [in Persian].
  33. Hosseini, Seyed Hamid, Mirabi, Vahid, Ranjbar, Mohammad Hassan &Hasanpour, Ismail. (2019). Designing a model of cognitive political marketing (neural based). Political Science, 15, 417-442 [in Persian].
  34. Hughes, A., & Dann, S. (2006). Political Marketing 2006: Direct Benefit, Value &Managing the Voter Relationship.
  35. Kaneva, N. (2012). Branding Post-Communist Nations: Marketizing National Identitiies in the "New" Europe. New York: Routledge.
  36. Kaur, H., & Sohal, S. (2018). Examining the relationships between political advertisements, party br&personality, voter satisfaction &Party Loyalty. Journal of Indian Business Research, 11(3), 263-280.
  37. Kheiri, Bahram &Abbas Alizadeh, Mansour. (2008). Political marketing; Towards market-oriented political organizations. Management Culture, 6(18), 169-180 [in Persian].
  38. Kheiri, Bahram, Ghasemi, Bahram, Mirabi, Vahid &Qalipour Sanglaji, Poua. (2011). Investigation of the effect of traditional political marketing tools on voter behavior. Marketing Management, No. 12, 113-99 [in Persian].
  39. Khodadad Hosseini, Seyed Hamid, Karbasforusha, Maryam &Aghaei, Mohammad. (2018). The mixed effect of political marketing on voters' intentions based on demographic characteristics; Case study: Tehran Islamic Council elections. Strategic Policy Research, 7(26), 43-70 [in Persian].
  40. Kirmani, M., Hasan, F., & Haque, A. (2020). Scale for Measuring Political Sensitivity: An Empirical Investigation on Young Indian Voters. Journal of Political Marketing, 19(4). doi:10.1080/15377857.2020.1823932
  41. Koliastasis, P. (2016). The Permanent Campaign Strategy of Prime Ministers in Parliamentary Systems: The Case of Greece. Journal of Political Marketing ,19(3), 233-257.
  42. Kotler, P., & Kotler, N. (1999). Political Marketing: Generating Effective Candidates, Campaigns, &Causes. in Newman, Handbook of Political Marketing (p.3-18). California: SAGE.
  43. Kraus, S., Breier, M., & Dasi-Rodriguez, S. (2020). The art of crafting a systematic literature review in entrepreneurship. International Entrepreneurship &Management Journal. doi:https://doi.org/10.1007/s11365-020-00635-4
  44. Lees-Marshment, J. (2001). Political Marketing &British Parties: The Party's Just Begun. Manchester: Manchester University Press.
  45. Lees-Marshment, J. (2003). Political Marketing. Journal of Political Marketing, 2(1), 1-32.
  46. Lees-Marshment, J. (2013). Political Marketing &Governance: Moving towards the Political Partnership Model of Organization. in Avril, & C. Zumello, New Technology, Organizational Change &Governance (p.218-234). Hampshire: Palgrave Macmillan.
  47. Lees-Marshment, J., & Pettitt, R. (2014). Mobilising volunteer activists in political parties: the view from central office. Contemporary Politics, 20(2), 246-260.
  48. Lees-Marshment, J., Conley, B., Elder, E., Pettitt, R., Raynauld, V., & Turcotte, A. (2019). Political Marketing Principles &Applications (3th ed.). Oxon: Routledge.
  49. Lees-Marshment, J., Stromback, J., & Rudd, C. (2010). Global Political Marketing. New York: Routledge.
  50. Lilleker, D., & Joathan, I. (2020). Permanent Campaigning: A Meta-Analysis &Framework for Measurement. Journal of Political Marketing. doi:10.1080/15377857.2020.1832015
  51. McNair, B. (2011). An Introduction To Political Communication (5th ). Oxon: Routledge.
  52. Mohammadian, Mahmoud &Youssef Ramandi, Rasul. (2014). Explaining the hidden motivation in people's voting behavior. 7(24), 179-196 [in Persian].
  53. Nargesian, Abbas, Dindar, Yashar &Tahmasebi Aghbolaghi, Dariush. (2015). Study of the effect of modern political marketing tools on political participation, public trust &national cohesion (case study: citizens of district 6 of Tehran). Management of Organizational Culture, 13(4), 1017-995 [in Persian].
  54. Nargesian, Abbas, Tahmasebi Aghbolaghi, Dariush &Dindar, Yashar. (2013). Study of the effect of political marketing tools on public participation (Case of Study: Citizens of District 5 of Tehran). Public Administration, 6(3), 603-624 [in Persian].
  55. Newman, B. (1999). The mass marketing of politics: Democrecy in an age of manufactured images. California: Sage.
  56. Nielsen, Sigge Winther. (2011). Three faces of political marketing strategy. Journal of Public Affairs. 12(4), 293-302.
  57. Novrozi, Hossein, Tahmasebi Aghbolaghi, Dariush &Jassem Bechari, Kheirollah. (2020). Analysis of the role of political marketing, political culture &social capital on the political orientation of people in Iran. Islamic World Political Research, 10(1), 195-220 [in Persian].
  58. Okoli, C. (2015). A guide to conducting a standalone systematic literature review. Communications of the Association for Information Systems. 37(43), 879-910.
  59. Ormrod, R., & Henneberg, S. (2011). Political market orientation &strategic party postures in Danish political parties. European Journal of Marketing, 45(6), 852-881.
  60. Ormrod, R., Henneberg, S., & O'Shaughnessy, N. (2013). Political Marketing: Theory &Concepts. London: Sage.
  61. O'Shaughnessy, N. (2001). The marketing of political marketing. European Journal of Marketing, 35(9-10), 1047-1057.
  62. Papageorgiou, G. (2010). Toward a System Dynamics Modeling Framework for Effective Political Organization Management Strategies. Journal of Political Marketing,9(1-2), 55-72.
  63. Perannagari, K. T., & Chakrabarti, S. (2019). Analysis of the literature on political marketing using a bibliometric approach. Journal of Public Affairs. doi:https://doi.org/10.1002/pa.2019
  64. Peterson, M., & Godby, R. (2020). Citizen Participation in Political Markets: Extending Service-Dominant Logic to Public Policy. Journal of Public Policy & Marketing, 39(4), 1-18. doi:10.1177/0743915620912287
  65. Pittaway, L., Holt, R., & Broad, J. (2014). Synthesising knowledge in entrepreneurship research: The role of systematic literature review (Handbook of research on small business &entrepreneurship). London: Edward Elgar.
  66. Rasouli Ghahroudi, Mehdi, Alavitbar, Alireza &Zaboli, Sahel. (2019). The effect of negative political advertisements on voting behavior &electoral participation (case study: the 10th period of the Islamic Council elections in Tehran). Political Science, 15(30), 443-464 [in Persian].
  67. Sayyari, Soroush &Vakilzadeh, Hassan. (2021). The influence of the br&of political streams of Iran on the choice of voters (case study: Tehran University students in the presidential elections of 2017). Political knowledge [in Persian].
  68. Sayyari, Soroush, Kimasi, Massoud &Motaghi, Ebrahim. (2021). The nature of political communication marketing: a systematic review. Strategic management thought. 1(15), 175-210 [in Persian].
  69. Sayyari, Soroush. (2017). Marketing communications in political marketing. Tehran: Suud-e Mahan Consultants [in Persian].
  70. Shama, A. (1976). The Marketing of Political Candidates. Journal of the Academy of Marketing Science, 4(4), 764-777.
  71. Simons, G. (2019). Putins's International Political Image. Journal of Political Marketing, 18(4), 307-329.
  72. Stewart, D. (2015). The Handbook of Persuation &Social Marketing. California: Praeger.
  73. Stromback, J., Mitrook, M., & Kiousis, S. (2010). Bridging Two Schools of Thought: Applications of Public Relations Theory to Political Marketing. Journal of Political Marketing, 9(1-2), 73-92.
  74. Sun, H. (2007). International political marketing: a case study of its application in China. Journal of Public Affairs, 7(4), 331-340.
  75. Sun, H. (2008). International political marketing: a case study of United States soft power &public diplomacy. Journal of Public Affairs, 165-183.
  76. Torabi, Youssef, Pirozfar, Mehdi &Raji, Mohammad Hadi. (2018). Action-based political marketing, a case study of Turkey's activities in Central Asia &the Caucasus (the ruling period of the Justice &Development Party). Islamic World Political Research, 8(1), 63-87 [in Persian].
  77. Transfield, D., Denyer, D., & Smart, P. (2003). Towards a methodology for developing evidence-informed management knowledge by means of systematic review. British Journal of Management, 14, 207-222.
  78. Viktorin, C., Gienow-Hecht, J., Estner, A., & Will, M. (2018). Nation branding in modern history. New York: Berghahn Books.
  79. Xiao, Y., & Watson, M. (2017). Guidance on Conducting a Systematic Literature Review. Journal of Planning Education &Research, 1-20. doi:10.1177/0739456X17723971
  80. Yusefi Ramandi, Rasool. (2018). The pattern of people's voting behavior in the presidential elections of the Islamic Republic of Iran based on the political marketing approach. Political Science, 14(28), 63-95 [in Persian].
  81. Zarei, Azim, Sharafi, Vahid &Bahmani, Mahsa. (2016). Investigation of the effect of integrated communication of political marketing &social media on the selection of candidates in the 10th Islamic Parliament elections. Journal of Political Science, Number 4, 124-97 [in Persian].
آمار
تعداد مشاهده مقاله: 774
تعداد دریافت فایل اصل مقاله: 412





سامانه مدیریت نشریات علمی. قدرت گرفته از سیناوب