1Research Scholar, Mittal School of Business, Lovely Professional University, Punjab, India
2Professor & Dean, Mittal School of Business, Lovely Professional University, Punjab, India
3Professor, Mittal School of Business, Lovely Professional University, Punjab, India
4Professor & Dean, School of Commerce & Management, Bharath Institute of Higher Education & Research, Tamil Nadu, India
*Corresponding author: advisortohrm@gmail.com
Online Published on 01 August, 2025.
This study explores the dynamic role of social media in political marketing, focusing on its growing influence in shaping voter perceptions and campaign strategies. Utilizing a focus group methodology with experienced communication professionals, the research investigates key metrics, strategies, and the effectiveness of social media in political marketing campaigns. The findings provide insights into the impact of social media on voter loyalty, the comparative effectiveness of traditional versus digital platforms, and the significance of strategic communication in modern political discourse.
Political Marketing, Social Media Influence, Voter Behaviour, Digital Campaign Strategies, Narrative Building, Political Engagement, Traditional vs. Digital Media, Misinformation in Campaigns
