Analyzing the Role of Political Marketing, Political Culture and Social Capital on People's Political Tendency in Iran

Today, political orientation is one of the essentials of human societies in modern times, being one of the most influential factors in the countrychr('39')s decision-making and executive processes, as well as the link between the people and political sovereignty. The purpose of this study is to analyze the role of political marketing, political culture and social capital on political Trend. This is a descriptive-correlational study and a five-point Likert questionnaire was used to collect data. Its content validity was confirmed by experts, academics, and expert experts. Reliability of the instrument was at a good level by calculating Cronbachchr('39')s alpha (./805). The statistical population of this study is the citizens of Tehran. Data were analyzed using SPSS tools and Smart PLS software. The findings showed that the role of political marketing on social capital (T: 18/134), political culture (T: 12/749) and political Trend (T: 2/628) as well as the role of social capital on political Trend (T: 4 / 882) is meaningful and positive, but the role of political culture in political Trend (T: 1/092) was not confirmed.