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 main 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. Structural Equation Modeling approach has been used to develop and validate the models. Methodology of the study is based on 1284 and 1372 primary data collected from rural and urban electoral respectively. This paper offers 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 uncommon variables between the models. Both groups have shown importance towards using celebrities, national icons and national leaders in campaign, and modesty and articulation power of the candidates. As the proposed model development method is highly significant and valid, the applicability of the instrument can be tested in other developing countries. This study recommends nominating local candidates with strong political background, using party leaders (preferably party chair), nominating candidates with better social image, using posters, postal mails, and billboards to showcase achievements and building sophisticated voter information system to identify the requirements of the electoral.

Journal : International Journal of Business and Economics	Volume :	Year : 2018	Issue :
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