Political marketing in Morocco : what would make Moroccan's cast their ballot ?

مقدم أطروحة جامعية

Janati, Jihani Idrisi

مشرف أطروحة جامعية

Hamelin, Nicolas

الجامعة

جامعة الأخوين

الكلية

كلية إدارة الأعمال

دولة الجامعة

المغرب

الدرجة العلمية

ماجستير

تاريخ الدرجة العلمية

2014

الملخص الإنجليزي

Investigating consumer motivation, intention and behavior is one of the main points of most marketing research.

The purpose of this thesis is to transpose standard consumer behavior concepts to the context of Political Marketing.

In this research, we have surveyed a sample of 583 Moroccan to understand their trust and willingness to participate in one of most important election process in the history of the country.

Following the Arab spring revolution a new constitution was voted in a national referendum.

Moroccan citizens were call to choose a new government with extended power to the people.

The survey – which was distributed before the elections - questioned respondents about the issues that are most important to them.

Using the LOV methodology the survey also measured respondents’ social and personal values.

Exposure to media, demographics, as well as social norms that might affect their trust in the election process and intention to vote were also investigated.

The research model draws from the theory of reasoned action (Fishbein and Ajzen, 1975).

The findings show that more educated respondents and older citizen are less likely to vote.

Males are more likely to vote than female.

Concerning social and personal values respondents with a higher sense of community and favoring warm relationship with other are also more likely to vote.

Values of Happiness, Security, and sense of belonging resulted in higher voting intention.

The social norms that positively impact voting intention are Media including TV, Internet, and Newspapers.

On the contrary respondent who value personal success are less likely to vote.

Respondents who think that corruption is a serious issue have less faith in the election process and have a lesser intention to vote.

التخصصات الرئيسية

التسويق
العلوم السياسية

الموضوعات

• المشاركة السياسية
• الانتخابات
• الجوانب السياسية
• التسويق
• المغرب

عدد الصفحات

86

قائمة المحتويات

• APA
• MLA
• AMA

لغة النص

الإنجليزية

نوع البيانات

رسائل جامعية

رقم السجل

BIM-628180