ItemBook Chapter

Does Political Marketing Require Customer Value? Conceptualization, Dimensions, and Research Agenda

Title
Does Political Marketing Require Customer Value? Conceptualization, Dimensions, and Research Agenda
Creator
Yadav, Pinnika Syam; Kiran, P.B. Narendra; Tiwari, Arpit; Sharma, Abhishek; Vemuala, Rajesh; Yadaganti, Raghu
Description
The Purpose of the Study is to examine the Political Marketing (PM) with regard to its Different Conceptualizations and Dimensions toward the Customer Value. Through an extensive literature review, the study has drawn meaning and dimensions of PM, and based on the literature, the study was able to conceptualize the meaning of Customer Value in the realm of PM. The study was able to address that PM in developing economies, as suggested in this paper, may be constrained by secrecy, lack of secondary data, and the relevance of this study depended on the leaders appearance and constant presence in social forums. Conceptualization and dimensions of the study are dependent on the executive social presence-based studies that have been incorporated for the study. Future studies can move forward and use an empirical design in which a leader serves as a stimulator to drive engagement. In conclusion, the study offers practical recommendations for researchers and practitioners, underlining the need for empirical validation and the creation of frameworks sensitive to contextual differences. Future inquiries, including longitudinal and cross-cultural studies, are recommended to further clarify the role of customer value in the evolving landscape of PM. 2026 The authors.
Source
Modern Political Marketing and Relational Capital: Navigating the Digital Frontier;pp.39-60
Date
01-01-2026
Publisher
Emerald Group Publishing Ltd.
Subject
customer value; India; Marketing strategy; Political Marketing; social presence
Coverage
Yadav P.S., Christ University, Bengaluru, India; Kiran P.B.N., Christ University, Bengaluru, India; Tiwari A., Lovely Professional University, India; Sharma A., Lovely Professional University, India; Vemuala R., Christ University, Bengaluru, India; Yadaganti R., Skyline University, Nigeria
Rights
Restricted Access; Hardcopy may be available in the library
Relation
ISBN: 978-183708714-3; 978-183708712-9; 978-183708713-6;
Format
online
Language
English
Type
Book chapter

Citation

Yadav, Pinnika Syam; Kiran, P.B. Narendra; Tiwari, Arpit; Sharma, Abhishek; Vemuala, Rajesh; Yadaganti, Raghu, “Does Political Marketing Require Customer Value? Conceptualization, Dimensions, and Research Agenda,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 17, 2026, https://archives.christuniversity.in/items/show/24313.

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