The mediating role of viral communication in the effect of political marketing on political consent: a cross-sectional study
Political communication is one of the important areas affected by technological developments today. As a matter of fact, it is observed that political parties commonly use viral marketing, a type of word-of-mouth marketing, in their campaigns conducted within the scope of political marketing. This s...
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| Publicado en: | Apuntes Universitarios |
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| Lenguaje: | inglés |
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Universidad Peruana Unión
2024
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| _version_ | 1881695048284766208 |
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| author | Çakırkaya, Murat Koçyiğit, Murat Çakırkaya, Murat |
| author_browse | Koçyiğit, Murat Çakırkaya, Murat |
| author_facet | Çakırkaya, Murat Koçyiğit, Murat Çakırkaya, Murat |
| author_sort | Çakırkaya, Murat |
| collection | Revistas |
| container_title | Apuntes Universitarios |
| description | Political communication is one of the important areas affected by technological developments today. As a matter of fact, it is observed that political parties commonly use viral marketing, a type of word-of-mouth marketing, in their campaigns conducted within the scope of political marketing. This study aims to investigate the impact of political marketing on both viral communication and political consent. Additionally, it seeks to analyze the relationship between viral communication and political consent to determine if there is a noteworthy influence. Generation Z constitutes the universe of the research in this study. In the context of this study, an examination of the data gathered from 511 participants through online research was undertaken to explore and analyze the interconnections between various variables. Descriptive statistics, confirmatory factor analysis, and structural equation modeling (SEM) were employed, utilizing statistical package programs for data analysis. The findings revealed that there was no statistically significant impact of political marketing on both viral communication and political consent. Conversely, it was established that there exists a statistically significant and extremely strong influence of viral communication on political consent. Based on these results, it can be said that viral communication activities can make a significant contribution to the implementation of marketing strategies. |
| format | Online |
| id | oai:ojs2.apuntesuniversitarios.upeu.edu.pe:article/1481 |
| institution | UPeU |
| issn | 2304-0335 2225-7136 |
| language | English |
| publishDate | 2024 |
| publishDateRange | 2024 |
| publishDateSort | 2024 |
| publisher | Universidad Peruana Unión |
| publisherStr | Universidad Peruana Unión |
| record_format | ojs |
| revista_str_mv | Apuntes Universitarios |
| spelling | oai:ojs2.apuntesuniversitarios.upeu.edu.pe:article/14812024-05-06T16:45:12Z The mediating role of viral communication in the effect of political marketing on political consent: a cross-sectional study El papel mediador de la comunicación viral en el efecto del marketing político sobre el consentimiento político: un estudio transversal Çakırkaya, Murat Koçyiğit, Murat Çakırkaya, Murat Polítical marketing Viral communication Political consent Generation Z Voter behavior Marketing político Comunicación viral Consentimiento político Generación Z Comportamiento de los votantes. Political communication is one of the important areas affected by technological developments today. As a matter of fact, it is observed that political parties commonly use viral marketing, a type of word-of-mouth marketing, in their campaigns conducted within the scope of political marketing. This study aims to investigate the impact of political marketing on both viral communication and political consent. Additionally, it seeks to analyze the relationship between viral communication and political consent to determine if there is a noteworthy influence. Generation Z constitutes the universe of the research in this study. In the context of this study, an examination of the data gathered from 511 participants through online research was undertaken to explore and analyze the interconnections between various variables. Descriptive statistics, confirmatory factor analysis, and structural equation modeling (SEM) were employed, utilizing statistical package programs for data analysis. The findings revealed that there was no statistically significant impact of political marketing on both viral communication and political consent. Conversely, it was established that there exists a statistically significant and extremely strong influence of viral communication on political consent. Based on these results, it can be said that viral communication activities can make a significant contribution to the implementation of marketing strategies. La comunicación política es uno de los ámbitos importantes afectados por los avances tecnológicos en la actualidad. De hecho, se observa que los partidos políticos utilizan habitualmente el marketing viral, un tipo de marketing boca a boca, en sus campañas realizadas en el ámbito del marketing político. Este estudio pretende investigar el impacto del marketing político tanto en la comunicación viral como en el consentimiento político. Además, pretende analizar la relación entre la comunicación viral y el consentimiento político para determinar si existe una influencia notable. La Generación Z constituye el universo de la investigación de este estudio. En el contexto de este estudio, se llevó a cabo un examen de los datos recogidos de 511 participantes a través de la investigación en línea para explorar y analizar las interconexiones entre diversas variables. Se emplearon estadísticas descriptivas, análisis factorial confirmatorio y modelos de ecuaciones estructurales (SEM), utilizando programas de paquetes estadísticos para el análisis de datos. Los resultados revelaron que no existía un impacto estadísticamente significativo del marketing político tanto en la comunicación viral como en el consentimiento político. Por el contrario, se estableció que existe una influencia estadísticamente significativa y extremadamente fuerte de la comunicación viral sobre el consentimiento político. Sobre la base de estos resultados, puede afirmarse que las actividades de comunicación viral pueden contribuir significativamente a la aplicación de estrategias de marketing. Universidad Peruana Unión 2024-05-06 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://apuntesuniversitarios.upeu.edu.pe/index.php/revapuntes/article/view/1481 10.17162/au.v14i1.1481 Apuntes Universitarios; Vol. 14 Núm. 1 (2024): Revista de Investigación Apuntes Universitarios ; 46 - 67 2304-0335 2225-7136 10.17162/au.v14i1 eng https://apuntesuniversitarios.upeu.edu.pe/index.php/revapuntes/article/view/1481/1032 Derechos de autor 2024 Murat Çakırkaya, Murat Koçyiğit https://creativecommons.org/licenses/by/4.0 |
| spellingShingle | Polítical marketing Viral communication Political consent Generation Z Voter behavior Marketing político Comunicación viral Consentimiento político Generación Z Comportamiento de los votantes. Çakırkaya, Murat Koçyiğit, Murat Çakırkaya, Murat The mediating role of viral communication in the effect of political marketing on political consent: a cross-sectional study |
| title | The mediating role of viral communication in the effect of political marketing on political consent: a cross-sectional study |
| title_alt | El papel mediador de la comunicación viral en el efecto del marketing político sobre el consentimiento político: un estudio transversal |
| title_full | The mediating role of viral communication in the effect of political marketing on political consent: a cross-sectional study |
| title_fullStr | The mediating role of viral communication in the effect of political marketing on political consent: a cross-sectional study |
| title_full_unstemmed | The mediating role of viral communication in the effect of political marketing on political consent: a cross-sectional study |
| title_short | The mediating role of viral communication in the effect of political marketing on political consent: a cross-sectional study |
| title_sort | mediating role of viral communication in the effect of political marketing on political consent a cross sectional study |
| topic | Polítical marketing Viral communication Political consent Generation Z Voter behavior Marketing político Comunicación viral Consentimiento político Generación Z Comportamiento de los votantes. |
| topic_facet | Polítical marketing Viral communication Political consent Generation Z Voter behavior Marketing político Comunicación viral Consentimiento político Generación Z Comportamiento de los votantes. |
| url | https://apuntesuniversitarios.upeu.edu.pe/index.php/revapuntes/article/view/1481 |
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