პოლიტიკური პიარის ზეგავლენა საზოგადოების ფართო მასებზე და პოლიტიკური სუბიექტების მარკეტინგული შეთავაზებები

The purpose of this study is to find out the attitude of Georgian citizens, who have the right to participate in elections, to political subjects, election promises and political ties. In Georgian reality, the pluralistic democratic structure of the state is a completely new reality, and therefore the principles and instruments of political marketing and public relations are not yet fully implemented in everyday political life. Therefore, the work has something in common with the problems that society faces. As part of the work, election campaigns are presented as processes of a political market, and the participating parties — political actors and the electorate — are considered as subjects / commercial actors of a free market economy. Due to the interdisciplinary nature of the research topic, the work is based on the scientific literature of related disciplines. The study uses a tripartite approach that includes integrated research methods, such as interviews with experts, in-depth interviews and surveys. The combination of these methods allows us to obtain full-fledged qualitative and quantitative data, the unity of which can help us present a complete, detailed picture. An analysis of the results shows that the attitude of the electorate is uniform and, more importantly, crucial for the position of subjects on the market in terms of trust, election promises and the use of communication tools. The study identifies factors that influence the attitude of members of a political organization and the image of a politician, and determine their final decisions on participation in elections and support of a specific subject.