Proposing a Model for Political Candidate Marketing in Iran Through Social Networks

The objective of the present study was to propose a model for political candidate marketing in Iran through social networks. In terms of purpose, the research method was “developmental-applied”; regarding data type, it was an “exploratory mixed-methods” study (qualitative-quantitative); in terms of data collection time, it was “cross-sectional”; and regarding the data collection method and the nature and approach of the study, it was “survey-based.” The statistical population in the qualitative phase included experts and senior managers from political parties and supervisory organizations in national elections, such as the Guardian Council of the Constitution, as well as university professors in political science and marketing. To determine the sample and select these experts, a non-random purposive sampling method was used. The second group in the statistical population consisted of all members and employees of political parties and supervisory bodies in national elections, such as the Guardian Council. Due to the nature of the population in the quantitative section, Cochran’s formula and stratified random sampling were used, resulting in a sample of 384 participants. Data were collected using semi-structured interviews and a researcher-made questionnaire. To ensure the validity of the instruments in the qualitative phase and to guarantee the accuracy of findings from the researcher’s perspective, feedback was obtained from experienced professors and academic experts knowledgeable in this field. For the questionnaire, content and construct validity were applied, and reliability was assessed using Cronbach’s alpha coefficient and composite reliability—both of which were confirmed. Data analysis in the qualitative section employed the fuzzy Delphi method. In the inferential and quantitative phase, statistical tests such as Pearson’s correlation, one-sample t-test, and structural equation modeling (confirmatory factor analysis) were applied using SPSS-v21 and Lisrel-v8.8 software. The results of the study indicated that economic, political, cultural, and social conditions; competitors; candidate personalities; lifestyle; and beliefs and perceptions of the candidates are among the factors influencing political candidate marketing on social networks. Furthermore, the key components include service, distribution, cost, communication quality, news quality, budget allocation, parallel campaigning, and coherent management. Accordingly, the proposed model in this study can serve as an appropriate strategy for organizing coherent political candidate activities in virtual spaces.