![](/images/graphics-bg.png)
Political marketing in Morocco : what would make Moroccan's cast their ballot ?
مقدم أطروحة جامعية
مشرف أطروحة جامعية
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
الموضوعات
عدد الصفحات
86
قائمة المحتويات
Table of contents.
Abstract.
Chapter One : Introduction.
Chapter Two : Motivation and background.
Chapter Three : Methodology and research design.
Chapter Four : Data Analysis and modeling.
Chapter Five : Empirical testing and results.
Chapter Six : Discussion of the findings.
Chapter Seven : Concluding remarks.
References.
نمط استشهاد جمعية علماء النفس الأمريكية (APA)
Janati, Jihani Idrisi. (2014). Political marketing in Morocco : what would make Moroccan's cast their ballot ?. (Master's theses Theses and Dissertations Master). Al Akhawayn University, Morocco
https://search.emarefa.net/detail/BIM-628180
نمط استشهاد الجمعية الأمريكية للغات الحديثة (MLA)
Janati, Jihani Idrisi. Political marketing in Morocco : what would make Moroccan's cast their ballot ?. (Master's theses Theses and Dissertations Master). Al Akhawayn University. (2014).
https://search.emarefa.net/detail/BIM-628180
نمط استشهاد الجمعية الطبية الأمريكية (AMA)
Janati, Jihani Idrisi. (2014). Political marketing in Morocco : what would make Moroccan's cast their ballot ?. (Master's theses Theses and Dissertations Master). Al Akhawayn University, Morocco
https://search.emarefa.net/detail/BIM-628180
لغة النص
الإنجليزية
نوع البيانات
رسائل جامعية
رقم السجل
BIM-628180
قاعدة معامل التأثير والاستشهادات المرجعية العربي "ارسيف Arcif"
أضخم قاعدة بيانات عربية للاستشهادات المرجعية للمجلات العلمية المحكمة الصادرة في العالم العربي
![](/images/ebook-kashef.png)
تقوم هذه الخدمة بالتحقق من التشابه أو الانتحال في الأبحاث والمقالات العلمية والأطروحات الجامعية والكتب والأبحاث باللغة العربية، وتحديد درجة التشابه أو أصالة الأعمال البحثية وحماية ملكيتها الفكرية. تعرف اكثر
![](/images/kashef-image.png)