Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Book Chapter Faculty Publications- Book Chapter Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Yadav, Pinnika Syam; Kiran, P.B. Narendra; Tiwari, Arpit; Sharma, Abhishek; Vemuala, Rajesh; Yadaganti, Raghu Title A name given to the resource Does Political Marketing Require Customer Value? Conceptualization, Dimensions, and Research Agenda Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2026 Source A related resource from which the described resource is derived Modern Political Marketing and Relational Capital: Navigating the Digital Frontier;pp.39-60 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1108/978-1-83708-712-920261003" target="_blank" rel="noreferrer noopener">https://doi.org/10.1108/978-1-83708-712-920261003</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105040315088?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105040315088?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant 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 Description An account of the resource 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. Subject The topic of the resource customer value; India; Marketing strategy; Political Marketing; social presence Publisher An entity responsible for making the resource available Emerald Group Publishing Ltd. Relation A related resource ISBN: 978-183708714-3; 978-183708712-9; 978-183708713-6; Language A language of the resource English Type The nature or genre of the resource Book chapter Rights Information about rights held in and over the resource Restricted Access; Hardcopy may be available in the library Format The file format, physical medium, or dimensions of the resource online