studying the effect of political marketing on islamic republic of iran 's soft power

The purpose of this article is to investigate the effect of political marketing on increasing the soft power component of the Islamic Republic of Iran. The research method was exploratory mixing and semi-structured interviews with 10 experts and the categories were identified by content analysis. In the quantitative phase of the research, with a questionnaire and an expert survey among 46 people from the statistical population, assuming (N = n), the categories were tested using SPSS26 software and the categories were ranked by Friedman test and the validity of the questionnaire was valid in two parts: validity and reliability. Cronbach's alpha was calculated to be 0.895). According to the results, the highest rank belongs to the techniques used in international political marketing with a value of 5.99, followed by the necessities of using international political marketing with a rank of 4.64 and the most significant dimension with a rank of 4.11. The incoherence of programs and strategies in the field of international political marketing was the first limitation in the use of international political marketing and the most effective foreign policy discourse of the Islamic Republic of Iran to use international political marketing, the discourse of international de-escalation with realism and self-determination. In the effective discourse group. Regarding the current situation and position of the country, the position of the Islamic Republic of Iran in terms of history and culture was ranked first in this group, but the position of the country in terms of export products was ranked eighth.