Analyzing the effect of marketing in providing trust in political parties within a model: Case of Malatya province

Social life is needed to be sustained in a certain harmony and balance. This necessity is a vital obligation both for the basic need of people and to live peacefully as a society. History is people's common memory. We can say that societies who benefit best from this memory and learn a lesson from it are always a step ahead. This common memory has many positive examples of how society will develop with the effective running of political institutions and with the effectiveness and the participation of the citizens in politics. Political parties are the primary political initiations which act like a mediator to provide social reconciliation and to make citizens get involved in national affairs with a citizenship responsibility. Political parties play a vital role in preventing the 'ruling of elites' or 'elitism', in giving a voice to citizen from every walk of society and to provide the codetermination in society. By this way, it mediates the democracy, and people can live freely with equal rights and ordinance. Marketing basically aims at meeting the people's requests, needs, and expectations with management goals without ignoring human-based social benefit. In order to achieve these goals, it tries to reach the consumer with the help of various tools and elements. While doing this, it does not follow the short term, unilateral and absolute goal of ''selling''. With this aspect, political marketing perceives the voters as ''consumer'' and looks for the answer for how to draw the voters and the political parties or political candidates together most effectively. In the same sense, while looking for this answer, it acts with a consciousness of mutual benefit and preserving the utmost social values for the interests of the people and the society and the interests of the candidate, not with a concern of self-interest. Commercial marketing does searches with different tools and methods for understanding the consumer's behaviours. Political marketing conducts researches in order to understand voters' behaviours in same and different ways, as well. Many searchers in the field show that the key feature voters look for in a political party or a candidate is trust or different features (honesty, trustworthiness etc.) that have emerged around it. In this study, the influence of marketing elements and tools that are systematically used by political marketing on voters' trust for a political party and how this affects the decisions of voters are investigated. Besides, the effects of marketing activities on voter's decision about voting for political parties, and the level of satisfaction from the last party that they have supported by voting are the other subject of the research. Research results; it has been revealed that there is a significant and positive relationship between factors that affect voters' trust in political parties and the factors that affect voters' voting decision. Similarly, the results of the analysis of the relationship between the factors affecting voters' voting on political parties and level of satisfaction of the party they have voted in the last elections show that there is also a moderately meaningful relationship. Key Words: Marketing, Political Marketing, Trust, Political Trust, Voters' Behaviours.