Modern Political Marketing and Relational Capital offers a comprehensive examination of how digital transformation is reshaping political marketing strategies. This edited volume explores the evolving landscape of political engagement, emphasising the role of digital relational capitaltrust, loyalty, and connections between political actors and their audiences. By delving into emerging technologies such as artificial intelligence, big data analytics, augmented reality, and social media-driven campaigns, the authors provide valuable insights into how political leaders and parties can effectively navigate the digital frontier to enhance their outreach and influence.
Bridging perspectives from political science, psychology, and technology, this book critically analyses the challenges and opportunities of modern political marketing in an era of rapid digital expansion. It examines how advanced tools such as cloud computing and AI-driven communication are revolutionising campaign strategies, while also addressing the uncertainties of digital engagement. With a focus on both theoretical frameworks and practical applications, this volume fills a crucial research gap by exploring the long-term effects of digital marketing on relational capital. Modern Political Marketing and Relational Capital is an essential resource for scholars, policymakers, political strategists, and students seeking to understand the complexities of political marketing in the digital age.
Section I. Foundations of Digital Political Communication
Chapter
1. Polarization, Participation, and Perception: Investigating Social
Medias Role in Modern Politics; Animesh Kumar Sharma, Rahul Sharma, and
Rohit Duggal
Chapter
2. Political Empowerment via Social Media? Following Political
Influencers, Internal Political Efficacy, and Participation among Youth;
Bommakanti Sai Manogna, Gaddam Rahul Paul, Shaik Mahaboob Syed, Ankitha
Sharma, G N P V Babu, and Arun Kumar
Chapter
3. Does Political Marketing Require Customer Value?
Conceptualization, Dimensions, and Research Agenda; Pinnika Syam Yadav, P. B.
Narendra Kiran, Arpit Tiwari, Abhishek Sharma, Rajesh Vemuala, and Raghu
Yadaganti
Section II. Strategy, Branding, and Consumer Perspective
Chapter
4. Strategic Design and Execution of Omnichannel Political Marketing:
Enhancing Voter Engagement in the Digital Democratic Era; Diksha Verma, Pooja
Kansra, Pawan Kumar, Kirti Rani, and Ergunova Olga Titovna
Chapter
5. Community Engagement, Digital Media and Political Marketing; P
James Daniel Paul, Pawan Kumar, and Rajesh Verma
Section III. Emotional and Psychological Dynamics
Chapter
6. Happtitude in Action: Emotional Engagement and the Digital
Transformation of Political Communication; Sohail Verma, Pretty Bhalla,
Sayeed Zafar, Bharti Kamboj, and Simran Monga
Chapter
7. Echoes of Persuasion: Political Slogans, Digital Media, and Youth
Voting Behaviour in India; Jyoti Malik, Deepak Bisht, and Ewelina Idziak
Section IV. Technology and Campaign Innovation
Chapter
8. Digital Democracies: Navigating Technology in Political Campaigns;
Pravin Kumar and Priti Rachayeeta
Chapter
9. From Rallies to Reels: The Digital Transformation of Indian
Political Campaigning; Shamily Jaggi, Ajay Kumar, and Arvind Kumar
Section V. Analytical and Integrative Approaches
Chapter
10. Influence of Digital Reputation on Voting Behaviour in the
Contemporary Political Landscape: A Bibliometric Analysis; Geethika
Ravindran, Divya Mahajan, and Amanjot Singh Syan
Chapter
11. Digital-Physical Integration in Political Marketing: Bridging the
Online and Offline Worlds; Jyoti Sharma and Shabnam Gulati
Pawan Kumar is a Professor in the Department of Marketing at Mittal School of Business, Lovely Professional University, India.
Rajesh Verma is a Professor of Strategy and Marketing at the Mittal School of Business, Lovely Professional University, India.
Arpit Tiwari is an Assistant Professor at the Mittal School of Business, Lovely Professional University, India.
Sumesh Dadwal is a Lecturer at London South Bank University, UK.
