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:: Volume 15, Issue 54 (2019) ::
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 * 1, Morteza Anushe , Seyyed Mojtaba Musavi Neqabi
1- , mojtaba.moussavi@gonabad.ac.ir
Abstract:   (2618 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 |
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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. Scientific Quarterly Journal of Islamic Revolution Studies 2019; 15 (54) :45-66
URL: http://enghelab.maaref.ac.ir/article-1-1008-en.html


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Creative Commons License This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Rights and permissions
Creative Commons License This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Volume 15, Issue 54 (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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