Modern Political Marketing and Relational Capital: Navigating the Digital Frontier

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 capital―trust, 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.

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.