2019/08/20 by Varsha Jain, B. E. Ganesh · 2 citations
Social Sciences · #Social Media and Politics #Media Studies and Communication #Public Relations and Crisis Communication
paper · doi:10.1080/15377857.2019.1652222
openalex publication_date 2019/08/20 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/29
The field of political marketing has majorly benefited from the use of social media platforms. This has been true both for eastern and western contexts. The primary areas in political marketing that have majorly benefited from the social media usage have been the political leader and the evaluations of the leader by the voters. In the Indian context too, the use of social media techniques has been hailed as the Holy Grail of political marketing. This estimation is quite apposite. Nevertheless, what must not be forgotten is that the complexities of the bonding between political leaders and voters are not only premised primarily on the efficacy of social media techniques but also include other key dimensions. Thus, this article focuses on the importance of credibility as a key dimension. This dimension is inevitable to make social media techniques as effective as they are in political marketing. To substantiate this, we have comprehensively engaged with the fields such as traits of political leaders, crisis management and collaboration. These deliberations have been contextualized to the case of Narendra Modi, the prime minister of India. Further, these deliberations culminate in an effective framework. Academicians and practitioners of political marketing can extensively utilize this framework.