Investigating the Impact of Modern Means of Political Marketing on Public Participation

Abstract

The present study aimed to investigate the impact of modern means of political marketing on public participation. This is a practical research. The statistical population of the study were selected from a group of students in master's degree from Islamic Azad University. The sample included 300 students who were randomly selected. In order to collect the data, a self-made questionnaire was used. In order to evaluate the validity of the questionnaire, the ideas and opinions of researchers, academics and skilled professionals were utilized. Confirmatory factor analysis was used by LISREL software. Results from the analysis confirm the significant impact of modern means of political marketing on public participation.