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:: Volume 15, Issue 54 (Autumn 2019) ::
مطالعات انقلاب اسلامی 2019, 15(54): 45-66 Back to browse issues page
Explaining Social Marketing Strategies in Public Mobilization during the Holy Defense: Proposing a Grounded Theory
Ali Aqa Mohseni Fashami, Morteza Anushe, Seyyed Mojtaba Musavi Neqabi
Abstract:   (2138 Views)
In recent decades, there has been a growing application of social marketing strategy to promote desired behaviors in the society. Public mobilization during the Holy Defense can be considered as a successful instance of social marketing as well. This research is aimed at explaining the social marketing strategies in mobilizing public forces during the Holy Defense. This research was designed based on “Grounded Theory” and qualitative analysis of interviews of soldiers and other sources. Based on the findings of the research, the pillars of public mobilization include ideology, leadership, public participation and organization. The social marketing strategies adopted during the Holy Defense for public mobilization include: creating the idea of enthusiastic attendance in the battle fields, strategy of value-based pricing (emphasizing the value of jihad and martyrdom), strategy of person to person and epical advertisement and strategy of massive distribution of Basij bases throughout the country. Successful implementation of these strategies have brought achievements such as enhancement of military-security capabilities, institutionalization of Islamic values, institutionalization of economic discipline and enhancement of political stability of the system.
Keywords: social marketing, public mobilization, Holy Defense, strategy, Grounded Theory.
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Type of Study: Research |
Received: 2019/07/14 | Accepted: 2019/07/14 | Published: 2019/07/14
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Aqa Mohseni Fashami A, Anushe M, Musavi Neqabi S M. Explaining Social Marketing Strategies in Public Mobilization during the Holy Defense: Proposing a Grounded Theory. مطالعات انقلاب اسلامی. 2019; 15 (54) :45-66
URL: http://enghelab.maaref.ac.ir/article-1-1008-en.html

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Volume 15, Issue 54 (Autumn 2019) Back to browse issues page
فصلنامه علمی مطالعات انقلاب اسلامی Journal of Islamic Revolution Studies

نشانی: قم - بلوار جمهوری اسلامی - بین کوچه 4 و 6 - پلاک 72 - طبقه 2 - معاونت پژوهشی دانشگاه معارف اسلامی صندوق پستی: 6173-37155 تلفن و نمابر: 32110622-025 پست الکترونیکی: Irs@maaref.ac.ir

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