بازاریابی سیاسی و انصراف از دریافت یارانه نقدی



     امروزه چالش دولت‌ها برای نمایش چهره متمایز از خود و برتری‌یافتن نسبت به دولت‌های پیشین از یک‎سو و تلاش برای جلب مشارکت مردم در انصراف از دریافت یارانه نقدی، از سوی دیگر، اهمیت بازاریابی سیاسی را بیش‌ازپیش نمایان کرده است. در پژوهش حاضر به بررسی رابطه بین بازاریابی سیاسی (شامل ابزارهای سنتی و مدرن) و انصراف شهروندان از دریافت یارانه نقدی پرداخته شده است. جامعه آماری پژوهش، شهروندان منطقه ۵ شهر تهران هستند که برای نمونه‌گیری از روش دردسترس استفاده شد. بررسی ‎و تحلیل داده‌ها با استفاده از مدل‌سازی معادلات ساختاری در محیط نرم‎افزار PLS 3 صورت گرفت. فرضیه‌ها با استفاده از معادلات ساختاری تحلیل شدند و دو فرضیه رد و سه فرضیه تأیید شد. نتایج پژوهش از یک سو، وجود رابطه معنادار و مستقیم بین ابزارهای مدرن بازاریابی سیاسی با انصراف از دریافت یارانه نقدی و ابزارهای مدرن بازاریابی سیاسی با اعتماد سیاسی و همچنین رابطه بین اعتماد سیاسی با انصراف شهروندان از دریافت یارانه نقدی را تأیید می‌کند؛ از سوی دیگر، وجود رابطه‌ معنادار و معکوس بین ابزارهای سنتی بازاریابی سیاسی با انصراف شهروندان از دریافت یارانه نقدی و اعتماد سیاسی را رد می‌کند.

واژگان کلیدی
بازاریابی سیاسی؛ ابزارهای بازاریابی سیاسی؛ اعتماد سیاسی؛ یارانه.

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