Liderlik tarzlarının siyasal pazarlama uygulamalarına etkileri
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Tarih
30.06.2024
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Selçuk Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Rekabetin oldukça yoğun yaşandığı günümüz koşullarında, kâr amacı güden ve kâr amacı gütmeyen örgütleri başarıya ulaştıracak konular arasında yer alan ve her ülkenin yönetsel yapılanmasında önemli bir yer tutan lider ve liderlik kavramlarının özellikle siyasi örgütler tarafından da bilinmesi gerekmektedir. Siyasi aktörlerin başarılı olmalarında, seçmenler tarafından tercih edilmelerinde, halkın üzerinde olumlu algılar yaratılmasında ve özellikle de kararsız seçmeni etkilemede pazarlama ve pazarlamanın bir alanı haline gelen siyasal pazarlama uygulamalarının siyasetle ilgilenen tüm bireyler ve kurumlar tarafından dikkate alınması gerekmektedir. Tüm bu durumlardan dolayı; lider, liderlik, pazarlama, siyasal pazarlama kavramlarının ve liderlerin seçmenlere yönelik sergiledikleri liderlik tarzlarının detaylı bir şekilde incelenmesi ihtiyacı ortaya çıkmıştır. Bu çalışma, liderlik tarzlarının siyasal pazarlama uygulamalarına etkilerinin belirlenmesi amacıyla tasarlanmıştır. Bu amaç doğrultusunda, liderlik tarzları ve siyasal pazarlama uygulamalarıyla ilgili alan yazın taraması yapılmıştır. Araştırmada veri toplama aracı olarak; nicel araştırma yöntemlerinden biri olan anket yöntemi kullanılmıştır. Anketler; tarama modellerinden ilişkisel tarama araştırmasıyla, tesadüfi olmayan/olasılıksız örneklem türlerinden kolayda örnekleme yöntemiyle ve yüz yüze görüşme tekniğiyle uygulanmıştır. Araştırmanın evreni; Türkiye’de İç Anadolu Bölgesinde yer alan; Ankara, Konya, Nevşehir, Karaman ve Kırşehir illerinde ikamet eden, Türkiye Cumhuriyeti vatandaşı, 18 yaşını dolduran ve seçmen olmaya engeli olmayan kamu sektöründe ya da özel sektörde çalışan seçmenlerdir. Belirlenen evren dâhilinde anket çalışmasının örneklemini; bu illerde ikamet eden ve çalışan kişilerden toplanan 716 (yedi yüz on altı) anket oluşturmaktadır. Katılımcılardan toplanan anketlerden elde edilen veriler SPSS (Statistical Packages for Social Sciences) istatistik programı kullanılarak değerlendirilmiş ve bazı analizlere tabii tutulmuştur. Araştırmanın amacına, önemine, sahip olduğu teorik yapıya ve belirlenen araştırma modeline göre bazı hipotezler oluşturulmuş ve bu hipotezler test edilmiştir. Güvenirlik ve geçerlilik analizleri yapılan ölçeklerin değerlendirilmesinde 5’li Likert ölçeği kullanılmıştır.
In today's conditions where competition is quite intense, the concepts of leader and leadership, which are among the issues that will make for-profit and non-profit organizations successful and have an important place in the administrative structure of every country, need to be known, especially by political organizations. Marketing and political marketing practices, which have become a field of marketing in helping political actors to be successful, to be preferred by voters, to create positive perceptions on the public, and especially to influence undecided voters, need to be taken into consideration by all individuals and institutions interested in politics. Due to all these situations; There has been a need to examine in detail the concepts of leader, leadership, marketing, political marketing and the leadership styles that leaders display towards voters. This study was designed to determine the effects of leadership styles on political marketing practices. For this purpose, a literature review was conducted on leadership styles and political marketing practices. One of the models used for the surveys was relational survey research. In addition, face-to-face interviews were conducted using the convenience sampling method, a non-random/non-probability sampling technique. Voters who are over 18, citizens of the Republic of Türkiye, work in the public or private sector and have no barriers to voting make up the research population. They also must reside in the provinces of Ankara, Konya, Nevşehir, Karaman, and Kırşehir in the Central Anatolia Region of Türkiye. The sample of the study within the specified universe consists of 716 (seven hundred and sixteen) surveys collected from people residing and working in these provinces. The data obtained from the surveys collected from the participants were evaluated using the SPSS (Statistical Packages for Social Sciences) statistical program and were subjected to some analyses. Some hypotheses were created and tested according to the purpose of the research, its importance, its theoretical structure and the determined research model. A 5-point Likert scale was used to evaluate the scales for which reliability and validity analyzes was performed.
In today's conditions where competition is quite intense, the concepts of leader and leadership, which are among the issues that will make for-profit and non-profit organizations successful and have an important place in the administrative structure of every country, need to be known, especially by political organizations. Marketing and political marketing practices, which have become a field of marketing in helping political actors to be successful, to be preferred by voters, to create positive perceptions on the public, and especially to influence undecided voters, need to be taken into consideration by all individuals and institutions interested in politics. Due to all these situations; There has been a need to examine in detail the concepts of leader, leadership, marketing, political marketing and the leadership styles that leaders display towards voters. This study was designed to determine the effects of leadership styles on political marketing practices. For this purpose, a literature review was conducted on leadership styles and political marketing practices. One of the models used for the surveys was relational survey research. In addition, face-to-face interviews were conducted using the convenience sampling method, a non-random/non-probability sampling technique. Voters who are over 18, citizens of the Republic of Türkiye, work in the public or private sector and have no barriers to voting make up the research population. They also must reside in the provinces of Ankara, Konya, Nevşehir, Karaman, and Kırşehir in the Central Anatolia Region of Türkiye. The sample of the study within the specified universe consists of 716 (seven hundred and sixteen) surveys collected from people residing and working in these provinces. The data obtained from the surveys collected from the participants were evaluated using the SPSS (Statistical Packages for Social Sciences) statistical program and were subjected to some analyses. Some hypotheses were created and tested according to the purpose of the research, its importance, its theoretical structure and the determined research model. A 5-point Likert scale was used to evaluate the scales for which reliability and validity analyzes was performed.
Açıklama
Anahtar Kelimeler
Lider, Liderlik, Pazarlama, Siyasal Pazarlama, Leader, Leadership, Marketing, Political Marketing
Kaynak
Akşehir Meslek Yüksekokulu Sosyal Bilimler Dergisi
WoS Q Değeri
Scopus Q Değeri
Cilt
Sayı
17
Künye
Erul, E. E., & Zerenler, M. (2024). Liderlik Tarzlarının Siyasal
Pazarlama Uygulamalarına Etkileri, Akşehir Meslek
Yüksekokulu Sosyal Bilimler Dergisi, 17, 126-141.
