Political marketing in Morocco : what would make Moroccan's cast their ballot ?
Dissertant
Thesis advisor
University
Al Akhawayn University
Faculty
The School of Business Administration
University Country
Morocco
Degree
Master
Degree Date
2014
English Abstract
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.
Main Subjects
Topics
No. of Pages
86
Table of Contents
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.
American Psychological Association (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
Modern Language Association (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
American Medical Association (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
Language
English
Data Type
Arab Theses
Record ID
BIM-628180
