Purpose Deepfakes are fabricated content created by replacing an original image or video
with someone else. Deepfakes have recently become commonplace in politics, posing …

Though extant literature has investigated the role of brand endorsers in political marketing
and communication research, few studies have investigated the causal relationships …

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 …

This paper aims to examine the scholarship of political marketing and brand. The systematic
literature review method was conducted to assess the emergence and influence of the …

Purpose This study aims to examine brand personality and its application to political
branding. This study focuses on the brand personality of a political leader from the BJP Party …

Introduction This study aims to understand the dominant factors of political marketing
strategies to influence voters in the national and state elections in India. To identify them, we …

Social media marketing activities (SMMA) have become a crucial factor in the political arena,
setting political parties apart from one another. This research, based on social identity and …

Purpose Brand image remains a “nebulous” construct with very few frameworks dedicated to
understanding the process of uncovering brand image. This is supported by explicit calls for …

Political parties in order to design their competitive strategies are always keen to understand
the factors that govern voter's perception. Voter's perception in this paper utilizes voter's …

This study examines the relationship between voters' attitudes towards social media
promotion and their voting behaviour, along with the moderating effect of trust on this …