دور استراتيجيات التسويق السياسي في صناعة المنتج السياسي (دراسة ميدانية في إطار انتخابات أعضاء المجالس المحلية في محافظة اللاذقية)

Abstract

    The research aimed to determine the role of political marketing strategies in the political product industry in the context of local council elections in Lattakia Governorate. The researcher relied on studying five basic political marketing strategies (push strategy - pull strategy - wait strategy - timing strategy - consensus building strategy) as an independent variable, and on the political product industry as a dependent variable. The researcher relied on the descriptive approach, and used the facilitated random sample method for the study community by distributing (233) questionnaires to citizens who are entitled to cast their votes in the local councils in Lattakia Governorate, where they were retrieved and fully analyzed through the SPSS program. To test the study hypotheses, the researcher used the T-Student test for one sample as well as the Pearson correlation coefficient.  

  he research found that the level of application of both the push and timing strategies was high, while the level of application of the consensus-building strategy was low. The sample was neutral towards the level of application of both the pull and wait strategies, as well as the high level of political product production. The research concluded with a set of recommendations related to the necessity of planning the political marketing process according to studied standards, and determining the political marketing methods that the candidate will use in his election campaign, in addition to shaping the mental image in a positive way in the media, which leads to the production of a strong and positive political product for his election campaign.