Bu çalışmanın amacı siyasal pazarlama sosyal medya faktörünün seçmen davranışı ile ilişkisinde güven, sadakat ve elektronik ağızdan ağıza iletişimin yapısal bir model aracılığı ile incelenmesidir. Araştırma verileri sosyal medya kullanıcısı 540 kişiye uygulanan elektronik anket neticesinde elde edilmiştir. İstatistik paket programlarında veriler analiz edilmiş, hipotezler yapısal eşitlik modeli ile test edilmiştir. Araştırma neticesinde siyasal pazarlama sosyal medya faktörünün seçmen güveni, sadakati ve elektronik ağızdan ağıza iletişime, bu faktörlerin ise seçmen davranışına etki ettiği sonucuna ulaşılmıştır.
The aim of this study is to study the political marketing social media factor in relation to voter behavior through a structural model of confidence, loyalty and communications from electronic to oral. The research data were obtained from an electronic survey applied to 540 users of social media. In the statistical package programs, the data was analyzed, the hypotheses were tested with the structural equality model. The study found that the political marketing social media factor affects voter confidence, loyalty and electronic oral communication, and these factors affect voter behavior.
The purpose of this study is to investigate trust, loyalty and electronic word of mouth communication in relation to political marketing social media factor on voter behavior through a structural model. The survey data was obtained on the basis of the electronic questionnaire applied to 540 social media users. The data was analyzed in statistical package programs, the hypotheses were tested with structural equation model. As a result of the research, it has been reached that the political marketing social media factor affect to voter trust, loyalty and electronic word of mouth communication and these factors affect voter behavior.
Alan : Sosyal, Beşeri ve İdari Bilimler
Dergi Türü : Ulusal
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