Journal of Strategic Management and Future Studies

Journal of Strategic Management and Future Studies

Analysis of the Impact of Political Marketing on The Success of Strategies with an Emphasis on Member Participation

Document Type : Original Article

Authors
Abolfazl Khosravi 1
Mahdi Khadem 2
Kaveh Nouri Koopaee 3
1 1. Associate Professor Department of Business Management,, Faculty of Management and Accounting, College of Farabi, University of Tehran, Qom, Iran
2 .Sc. Student in Accounting, Daneshstan Institute of Higher Education, Saveh, Iran
3 M.Sc. in Business Management, Faculty of Management and Accounting, College of Farabi, University of Tehran, Qom, Iran,
10.22034/jsmf.2025.502142.1121
Abstract
The present study aims to investigate the impact of political marketing orientation on strategy implementation, considering member participation. The dimensions of political marketing orientation (internal orientation, voter orientation, competitor orientation, and external orientation) were considered based on the framework proposed by Oumard and Henneberg (2010). This research was conducted using a descriptive-survey method. The statistical population consisted of faculty members in management (marketing specialization) and political science departments in Qom province. Given the limited size of the statistical population, it was necessary to use a sampling method for limited populations. According to Morgan's table, the sample size for this study was calculated to be 90 individuals, and the required data were collected through simple random sampling. For data analysis, statistical methods such as Spearman's correlation coefficient, regression analysis, and structural equation modeling (SEM) were employed using SPSS and PLS software. The results confirmed the proposed conceptual model and indicated a significant relationship between political marketing orientation and strategy implementation, considering member participation. The structural equation modeling results also supported the hypothesis
Keywords
English Marketing
Member Participation
Political Marketing
Strategy
Journal of Strategic Management and Future Studies
Volume 7, Issue 2
March 2025
Pages 109-129