NSU Research Contributions

Title : Factors Affecting Political Marketing in Rural and Urban Bangladesh: A Multi-Dimensional Approach

Authors : Tamgid Chowdhury, Shahneela Naheed

Abstract : This study argues that applying political marketing models of developed countries in developing nations is not realistic. Thus, the primary purpose of this paper is to offer separate multidimensional political marketing mix models for rural and urban Bangladesh to find the differences in priorities of the voters. This paper provides one 39-item eight-dimensional and another 39-item eleven-dimensional political mix models for rural and urban areas respectively. Results also found 24 common and 30 different variables between the models. Both groups have shown importance towards using celebrities, national icons and national leaders in the campaign, and modesty and articulation power of the candidates. This study recommends nominating local candidates with a strong political background, choosing candidates with the better social image, using postal mails, and billboards to showcase achievements and to build sophisticated voter information system to identify the requirements of the electoral.

Journal :	Volume :	Year : 2018	Issue :
Pages : 1-8	City : Glasgow-UK	Edition :	Editors :
Publisher :	ISBN :	Book :	Chapter :
Proceeding Title : European Marketing Academy Conference-2018 (EMAC)	Institution :	Issuer :	Number :